Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JUNE 13,
1925
THE
MUSIC
TRADE
REVIEW
101
Convention of the National Association of Sheet Music Dealers
of employing the increased Philharmonic or- erning the advertising of sheet music and books,
chestra of 108 men). A purposeful campaign
I should feel that I might do more justice to
could certainly produce more Summer music in
the topic assigned me.
more towns than now.
Some years back musical publications were
considered by the majority as an extreme luxury
It surely will be conceded that all the four
which the small minority enjoyed. The aver-
points outlined will benefit the music trade enor-
mously. It is only a question how they can be age home had no music, for music had not
achieved.
been sold to the American public. In recent
Now, as far as introduction of courses in
years a complete change has come about, due
schools and universities is concerned, a resolu-
largely to the activities of the various trade
tion should be adopted calling on every dealer
organizations and music has been sold to the
or dealers in every town to form a committee to nation. The public schools have played a large
present petitions to the local board of education, part in planting this propaganda, and to-day
to undertake propaganda in his church, clubs,
music is included in the curriculum of almost
etc., for resolutions calling upon the authorities every private school and in many thousands of
to introduce such courses. A definite program
the public schools throughout the country.
should be mapped out by a general committee of
Here we are inculcating into the minds of the
the present convention and suggestions should be
children the proper desire for and the appre-
supplied to local dealers on printed forms. Other
ciation of music, which is one of music's most
printed forms should be supplied for petitions
wonderful advertisements. For, in the space
to the local boards, such petitions to be open for
of but a few years, these same children will
signatures in the music stores, churches, clubs, head the American households as parents of
libraries, etc. With one word, regular prop- children who will also desire to learn the value
aganda should be made. Let us leave it to this of, and to enjoy, the music. Hence our national
convention, whether the committee to be elected
bodies are laying the foundation for a desire
should not be assisted by a paid organizer, and
for the publications as well as the instruments.
whether a little propaganda in the form of ad-
Once we have established a desire for the
vertisements in the Saturday Evening Post and
product, it then remains for the dealer to bring
similar magazines would not help bring the idea
his wares to the attention of the buying public.
to local school boards.
This brings us to the point of contact between
If possible, the committee should do the above
the buyer and the seller. While there are many
work in conjunction with a committee from the
means of advertising sheet music and books.
Publishers' Association, and the Music Indus-
I will mention a limited number in which I
tries so that their co-operation, and their cash is
have had experience, enumerated as follows:
available. Let us not forget that in the end the
1. The dealer's sheet music department
individual publishers and instrument manufac-
should present just as attractive an appearance
turers will benefit more from such a campaign
as it is possible to have.
than the individual dealer, and really they ought
2. While it is not always possible for the
to pay a larger proportionate share than the
small
dealer to carry a complete stock, he
latter.
should at least have a representative stock to
The same method as outlined above should be
cater to the community in which he is doing
followed in the case of Summer popular con-
. business.
certs, while for creation of new symphony or-
3. It is necessary to have capable and pleas-
chestras it is suggested that people, whose
ing
help in order to extend the proper service
names will be supplied by local dealers, should
to
your
patrons.
be tactfully approached by a central committee.
4.
Once
you have provided the above three,
Much depends on the local music houses in this
connection. We may mention only the Syra- then it is just a question of inviting the public
to your place of business. This may be ac-
cuse Symphony Orchestra, of which Mr. Clark,
largest dealer in Syracuse, is one of the found- complished by an attractive window display, for
in many instances a cleverly prepared window
ers, and I believe its president.
will sell more music in one week than ten times
In order to carry my suggestion into effect,
T beg, therefore, to move the following resolu- that amount expended in other forms of ad-
vertising. It is well to advertise music in sea
tion:
son. By this I refer to tying up with the
Re it resolved, that a committee be elected by
Christmas, Easter, music festival programs, etc.,
this convention whose task will be the follow-
through
window displays and the newspapers.
ing:
To prepare and print suggestions to be sent to And this brings us to the thought that the
classics and books of instruction arc always
all.local music dealers to carry on propaganda
to induce the local school boards to introduce in season, for the average pupil is studying
throughout the major portion of the year.
music courses and music instruction in the local
A five-inch single column space used in one
schools;
To prepare and to print form of petitions to paper, Friday evening, and in one paper, Sunday
be sent for distribution to local dealers, having morning, selecting as your medium the two
papers having the largest circulation, grouping
the same object as above;
the titles together with prices, is an economical
To immediately get in touch with the Publish-
ers' Association and Music Industries Chamber means of presenting music to the public, and
has proven a bett,er investment than even larger
of Commerce in order to get their co-operation
The
and arrive at an equitable distribution of the advertisements inserted spasmodically.
Friday evening paper adds to your Saturday
expenses;
sales, and the Sunday morning paper is usually
To make a report to the next convention, as
the best medium through which to reach the
to whether advertising in national magazines
outlying districts.
should be taken up.
Many dealers consider newspaper advertising
Ah expense appropriation of $
to carry
as too expensive. The great trouble is they do
on the work of printing and correspondence is
not make the experiment. I recommend set-
hereby approved; and
ting aside a sum equal to the weekly salary of
Be it further resolved, that each member of
the Association should co-operate with the said one music clerk, this to be expended in news-
paper advertising along the lines above men-
committee in order to carry its suggestion into
tioned. Try this one season and you will be
effect.
surprised at the results.
In such advertising of popular music, present
only the titles of hits, for these will prove a
trade bringer, and once the customer is within
T p H E methods to be employed in advertising
sheet musjc and books are limitless, for the store, proper salesmanship and well-ar-
ranged stock will accomplish the rest.
there are many diversified mediums whereby
dealers may advertise these.. Therefore had I
Do not overlook the fact that this is a self-
been asked for the fundamental principles gov-
service period, and the more goods you keep
on display where they can be handled by the
customer, the greater volume you will have in
collective sales.
Rest results may be obtained in advertising
popular music by tying up with musical or-
ganizations, artists, etc., who may be featuring
particular numbers in your city. I have ob-
served that many dealers, after preparing an
elaborate window display and engaging news-
paper space, fail in the essentials as they do
not complete the story. The public likes to
be taken into your confidence, especially in
advertising. Therefore you should try as far
as possible to tell the whole story truthfully
and not leave your public with only a partial
knowledge of the trade argument you wish to
convey. For instance, it does not hurt to tell
the price of an article or the means by which
it may be acquired. Therefore I would urge the
dealer, when he makes a display or advertises
his music, to quote the price to the public,
avoiding hackneyed expression, "special price."
Send for Them
Please!!
Don't Say You
Have Not Got
The ever popular song
SILVER THREADS AMONG THE
GOLD
The great Baritone song
A SON OF THE DESERT AM I
The popular "Ave Maria" songs and
MASSES BY HARRISON MILLARD
The universally used
BELLAK'S NEW METHOD FOR
PIANO
The riraded Course "par excellence"
GORDON'S GRADED PIANQ
COURSE
Nine grades—'50c each
T h e revised, improved edition
JOUSSE'S CATECHISM OF MUSIC
The new, enlarged edition
BEYER'S PRELIMINARY METHOD
The popular, easy piano folios
EVERY DAY MELODIES
Two volumes—-75c each
The popular Violin Folios
EVERY DAY MELODIES—2 VOLS.
Violin Solo 60c—Piano Ace. $1.00
\iohn and Piano Music, First Position
FAVORITE MELODIES SERIES
Playable by C Melody Saxophone
Insist on the
GORDON EDITIONS
Catalogs on application
S. Ernest Philpitt
Hamilton S. Gordon
141-5 West 36th St., New York,N.Y.