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52
THE
MUSIC TRADE
MIDNIGHT
WALTZ*
REVIEW
"MISS
YOU*
tvefybod
ind Them/
3ke Waltz In Tfye Air/
Eikh
at Midnight I
f those t v)ho delight
in beautiful ballads
AWalt z
Written and ^eatwted
/
by
HARRY M. SNODORASS * King of the Nones'
S
Ted Lewis' New Waltz Hit
WHILE WE DANCED
TILL DAWN*
Sam Fox Publishing Co. Begins Big
National Campaign on "The Flapper Wife
55
Story on Which Number is Based Now Appearing in Newspapers in 800 Cities in the United
States and Canada—One of the Finest Tie-Ups Ever Placed at Dealers' Disposal
T 1 7 H A T is undoubtedly the most widespread
and intensive co-operative campaign on a
single song has just been inaugurated by the
Nea Service, Inc., an association of hundreds of
newspapers in North American cities, and the
Sam Fox Publishing Co. of New York and
Cleveland, Ohio.
In some eight hundred cities in the United
States and Canada Nea Service is running a
sensational serial story known as "The Flapper
Wife." The Sam Fox Publishing Co., in con-
junction and co-operation with this service, has
issued a song of the same name, the music of
which is by Carl Rupp, a well-known writer of
many popular successes. The words are by
Beatrice Burton, who is also the author of this
story, "The Flapper Wife." Apart from this tie-
up of international scope, the song undoubtedly
would be a huge success as both the words
written by the author from the same inspira-
tion which produced the story and the music by
this well-known orchestra leader and composer
are of a popular standing that assures success.
The title, too, is quite timely and undoubtedly
v.-ould produce material responses and obtain
public favor without this hook-up, which will
give it more' prominence, more publicity and
send its sales totals to greater heights.
In 800 Newspapers
The story, "The Flapper Wife," winch will
appear in these 800 newspapers, will not only
run in serial form and be illustrated profusely,
but its message and the interest it arouses will
be supplemented substantially by written con-
tributions by world-famous artists, theatrical
stars, judges, civic bodies and women's organ-
izations throughout the country. These written
contributions, analyzing the message that is
contained in the story "The Flapper Wife," will
help build up the clientele interested in the story
itself and the song which will be featured in
its company. These 800 newspapers throughout
the United States and Canada will in every way
co-operate with the publisher in giving publicity
to the song. In many cases illustrated stories
on the song alone, supplementing the serial
novel, will be given featured space, and much
comment will be aroused on the song in con-
junction with the story.
While this publicity on the song and story is
international in scope, the activity on both these
offerings will be localized through the hook-up
with the newspapers and the music stores. All
of the talking machine record manufacturers,
the player : roll producers, their jobbers and
dealers, as well as the sheet music distributors
and the sheet music trade in general, have al-
ready prepared or are preparing to hook up
with "The Flapper Wife." For the purpose of
L 25, 1925
adding to the interest and assuring sales of
"The Flapper Wife" while the interest is at its
greatest height, all of these factors in the music
trade will issue special trade letters, literature,
window hangers, streamers, and, in the case of
the music publishers, will have available title
pages, cut-outs and other publicity material.
Nothing will be left undone to make this sales
drive with these unusual connections a tremen-
dous success.
Dealers' Aids
Nothing before has ever been attempted with
so many and so valuable connections. Repro-
ductions of the title page will appear in two-
column spaces in most of the papers throughout
the country. The orchestras in every city will
feature the number and local singers will join
in the campaign. Illustrated slides and some
containing the chorus will be available for the
motion picture houses. The broadcasting sta-
tions everywhere will also take part in this ex-
ceptionally original and intensive campaign.
It is up to the music trade everywhere to do
its share in taking part in this enterprising
business campaign. It not only assures sales of
the song records and rolls, but, what is more, it
will bring people into the store at a season
when business houses will welcome this addi-
tional clientele. This one feature of arousing
the interest of the general public in music and
enticing customers into the store should re-
dound to the benefit of not only the sheet mu-
sic and record and roll departments, but, prop-
erly taken advantage of, should result in the sale
of musical instruments of all kinds, assuring re-
tailers of increased sales totals from what is,
after all, a minimum effort. As a matter of fact,
the campaign is daily gathering momentum and,
all these allied publicity channels being used,
it will produce sales and the dealer's part is
the small effort of hooking up with the cam-
paign.
In some territory it may be wise for the
dealer to see that the photoplay houses in his
city have the song slides and that the orchestras
which can do the campaign the most good have
the free orchestrations that are available.
Dealers' Co-operation
In some cases the leading dealers, and this ap-
plies to the piano merchants as well as those ex-
clusively sheet music houses, should get in touch
with the paper running the story and see that it
cooperates with the music dealer and the trade
cooperates with the paper. It is just as important
that a piano house add its efforts to the cam-
paign, as it is for the sheet music, talking ma-
chine record and player-roll dealers because,
after all, it is propaganda for the cause of mu-
sic and many sales of a musical instrument
should be created through this international
publicity.
The Victor Talking Machine Co. is making a
special drive on its record of "The Flapper
Wife" made by the International Novelty Or-
chestra with a vocal refrain by Gene Austin.
It has suggested to its dealers that they get in
touch with the newspapers and show the ut-
most co-operation in the drive. Victor dealers
are being induced to make special window
showings of this record and will join with the
theatres, photoplay houses, dance halls, as well
as radio stations, in adding to the sum total of
publicity.
In many cases Victor dealers will give a prize
to the sales person selling the largest number
of "The Flapper Wife" records. In conjunc-
tion with this it may be pointed out that the
Sam Fox Publishing Co. has available for all
retail stores caps and sashes carrying out the
flapper idea, which will add to the atmosphere
on the campaign. These can cither be obtained
direct or through the talking machine or sheet
music distributors.
No detail has been overlooked in arranging
this sales drive. Its success is assured and it
only remains to see who will get the most out
of it. There are profits for all and no detail
should be overlooked in adding to them. It is
more than a campaign—it is a furor, which, at
its greatest height, will border upon a mania.
Kondas Go. Begins
Big Publicity Drive
"You May Mean the Whole World to Some-
one Else," "Headin* Home to Oklahoma,"
"Island Nights" to Be Featured
The Kondas Music Publishing Co., of Ash-
tabula, O., has inaugurated a publicity cam-
paign on several numbers from its catalog.
These include " You May Mean the Whole
World to Someone Klse," "Hcadin' Home to
Oklahoma" and "Island Nights." In addition to
its advertising in the usual trade channels, the
company has received the co-operation of a
number of prominent orchestras in broadcast-
ing these selections.
The sales of "Island Nights" have increased
substantially in recent weeks and under the new
plans of the Kondas Co. this number should re-
ceive further popularity. The ballad" You May
Mean the Whole World to Someone Else" has
already shown up advantageously and the pub-
lishers expect it to be at its height of popularity
during the Summer months.
Heads Music Department
PORTLAND.. OKE., April 18.—Miss Mildred
Handler is now in charge of the sheet music
department of the Portland Piano Co. in Lip-
man-Wolfe's department store of this city.
Miss Handler has had considerable experience
in the sheet music field.