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THE MUSIC TRADE REVIEW
48
Tin.Y 25, 1925
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'MERCENARY MARY*
L. Lawrence Weberis New Musical Comedy
Cyrics and Music Jw
William B. friedlander w Con Conrad
Other Songs From The Same Bi^ Show Hit
UST YOU AND I AND THE BABY*-*MERCENARY MARY* - ^BEAUTIFUL BABY *
"You Can't Go Wrong With -Amj /JOT* Song*
How the Dealers Can Cash in on Sales
From Publishers' Exploitation Work
floors. These three .songs closely follow the
release of "Sonya" (Yup Alay Yup), and "Silver
Head," both of which have shown indications
of being important additions.
An Example of the Way the Cleveland Dealers Featured the Appearance of Harry Bloom, Rem-
ick Representative in That City, at Loew's Regent Theatre There
Live Dealers Tie-Up With
"The Flapper Wife" Week
"p\ EALERS throughout the country who are
•^"^ anxious to get the most out of popular
sales must watch the local billing of their
vaudeville theatres, and, if possible, feature the
songs that are most programmed. The same
holds true for the musical presentations at their
local photoplay houses. Both methods of ex-
ploiting songs create sales and properly hook-
A Dealer's Window Tie-up
ing up with vaudeville headliners and the photo-
play musical presentations will increase that
volume of business.
It has never been decided which of these two
methods of giving publicity to a song produce
the most sales and probably such a decision will
never be reached. For the song itself and the
type of rendition are both important influences.
WORTH WEIL TUNES
WORTH WHILE HAVING
NO OTHER
(No One But You)
HEADIN' FOR HOME
SOMEONE IS STEALING YOU
FROM ME
IF I EVER CRY
(You'll Never Know)
LADY OF THE NILE
(Ish Jones' Best)
WHY SHOULD I BELIEVE IN
YOU
AT THE END OF A WINDING
LANE
INSUFFICIENT SWEETIE
OLD VIRGINIA MOON
DADDY BOY
SPAIN
Published by
MILTON WEIL MUSIC CO., Inc.
81 W. Randolph St., Chicago. 111.
One method might produce unusual results with
a particular song and then not do the same
thing for a number of like caliber.
One thing is certain and that is that in the
long run a vocal rendition will produce larger
results more often than any other type of pub-
licity. The old saying that "the song is the
thing" has more than a little truth in it. Prop-
erly presented a meritorious song has too often
produced sales to leave any question of doubt.
The belief in vocal renditions is the reason
for the numerous branch offices of popular pub-
lishers. There probably would be no necessity
for as many of these if exploitation was to be
left to the orchestra rendition. Most of such
work could with little difficulty be carried on
with good results through the main office. The
branch office, however, is able to place singers
in photoplay houses, often in vaudeville the-
atres and other large -gathering places. This
is work that could not be efficiently carried on,
if at all, for instance, from the New York offices.
That the branch office is important was never
more aptly demonstrated than the recent ap-
pearance of Harry Bloom at Loew's Regent
Theatre, in Cleveland, O. Mr. Bloom is the
Cleveland representative for Jerome H. Remick
& Co. and he appeared at the Loew Theatre in
"a song cycle" with the Regent Concert Or-
chestra. He was billed as the feature attrac-
tion and he introduced such Remick numbers
as "Don't Bring Lulu," "Isn't She the Sweetest
Thing," "By the Light of the Stars," as well as
"Swanee Butterfly." The picture shown during
the same week was "The Little French Girl,"
with Alice Joyce and Neil Hamilton. The man-
agement of the Loew Theatre, however, thought
the Bloom appearance was the more important
of the two.
In conjunction with Mr. Bloom's appearance
at Loew's Regent Theatre a number of dealers
throughout the city of Cleveland featured the
above Remick numbers on their counters and
in window displays. Among the most effective
of these displays was that of the Pomeroy
Store, a reproduction of which is herewith
shown. The management reported that through
this display and Mr. Bloom's featured appear-
ance at the theatre the combination resulted in
a substantial business on these prints during
the week.
New Berlin Numbers
Among the new songs added to the catalog
of Irving Berlin, Inc., are "Cecilia," "Say Ara-
bella," and "One Smile." A campaign on these
numbers has been arranged and all of them are
to be introduced in vaudeville and on the dance
Recently the Sam Fox Publishing Co. cele-
brated "The Flapper Wife" Week and in both
sheet music and talking machine record stores
some remarkable sales totals were obtained.
Featuring "The Flapper Wife"
This "Flapper Wife" sales drive was made in
conjunction with the appearance of the serial
story of the same name which has been run-
ning in newspapers throughout the country.
During "Flapper Wife" week many music stores
made special window displays. Among these
was that of G. Schirmer music department op-
erated in White's Music House, of Cleveland,
O.
New Harris Number
Charles K. Harris has written in collabora-
tion with Charles Horwitz, the well-known play-
wright, a comedy entitled "What's the Matter
With Julius." This is to be presented by the
Davidson Stock Co. in Mr. Harris's old home
town, Milwaukee, Wis. Mr. Harris has also
completed the musical score of "Sweet Gene-
vieve," book of which is by Mr. Horwitz, the
well known librettist.
Slogan in a Song
Copies of sheet music of the song "Janssen
Wants To See You," based upon the thirty-year
slogan of August Janssen, are distributed to
guests nightly at the mid-town Hofbrau, New
York City. The song is by Al Dubin, writer
of "Just A Girl That Men Forget," and Irving
Aaronson, director of the Commanders Orches-
tra.