Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
AUGUST 8, 1925
THE
MUSIC
TRADE
REVIEW
39
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
popular publications. These three or four num-
bers, for example, are closely followed by other
offerings, some of which are just arriving at
their greatest popularity. Selecting one of
these for a feature display not only helps the
Hundreds of the Latter Throughout the Country Have Successfully Met the Syndicate Music
number along and brings in the added sales for
Department in Competition—Varying the Numbers That Are Used for Current Displays
which the display is made, but also stamps the
merchant as one who has a flair for selecting
hits.
O ECENTLY The Review ran an article in from, there is no need on every occasion of
which it was pointed out that the gross all the merchants including the .syndicate's
However it is done there is no need for any
sales of popular music by syndicate stores
featuring. If the syndicate store happens to dealer to follow in the footsteps of the syndi-
reached only 20 per cent of the volume. Often be featuring a novelty fox-trot the dealer can cate store. Rather his business should be op-
the gross totals are less and this is particularly reasonably and with profit feature a good bal- erated on lines totally different. He certainly
true of show music. Many members of the lad and vice versa. Window displays in deal- does not need to feature the same popular is-
trade were under the impression that the syndi- ers' stores the same as in syndicates are.changed
sue the other fellow does at the same specific
cate store popular music business was very from week to week and to make a display of
time. A week earlier or a week later for a dis-
much greater.
an entirely different song from your competitor play on a particular number should not altei
Of course, the volume of business by syndi- during any given week would not radically af- his volume to any extent. In fact, either one
cates fluctuates in different territories. A deal- fect the legitimate dealer's volume on any par- of his displays might average up better because
er whose establishment is adjacent to a syndi- ticular issue.
popular songs are temperamental and they rise
cate store might justifiably feel that the per-
Of course, through long experience, and and fall, in their bids for popularity, from week
centage of gross sales by syndicates in his lo- especially under present-day conditions, the
to week.
cality was much greater. With this in mind, dealer has been taught that popular sales must
but which only covers specific instances, what be made while the popularity of the number is
is the best method of obtaining the larger share at its height—when it is exceptionally active
of popular sales by the competitive legitimate in order to produce volume. A week's differ-
Irving Berlin, Inc., has released three new
dealer?
ence, however, in presenting a particular popu-
comedy
numbers, all of which have evoked the
It can be done and is being done by dealers lar issue in window display or in making it a
enthusiasm of the professional band and or-
in hundreds of towns throughout the United feature of the popular counter activities can be
chestra and sales staffs of this publishing house.
States. Some dealers meet the syndicate on made without risk.
They are "Speech," "Some Other Bird Whistled
price and, in addition, place their popular music
An instance was given some time ago by a A Tune" and "I Care for Her and She Cares
counters in a more accessible part of the store. traveling representative of a popular house in vis-
for Me." These are the preliminary offerings
Thus they render a service which the syndicate iting a city where the dealers complained not
for the Fall season from the Berlin organiza-
store does not intend to give, syndicate music only of competition
but the tactics of the tion, and all of them are to be given energetic
departments being in the back of the establish- local syndicate stores. Making an analysis of
exploitation.
ment on a balcony or a basement using popular the situation in order to offer something con-
music for the purpose of attracting consumers structive, and if possible aid the legitimate deal-
to remote portions of the establishment. There- ers, the traveling representative made a tour of
fore, the dealer who places his popular music the city. On this he found that in almost every
where it is readily available and where quick instance the syndicate stores and the legitimate
Mr. and Mrs. Charles Tobias, who are asso-
sales can be made in a short time will attract dealer were displaying the same three numbers
ciated with the publishing firm of Breau &
considerable additional clientele.
The consumers looking for the latest popular Tobias, have been receiving the congratulations
Another important method of meeting syndi- prints naturally would be impressed with the of their many friends upon the addition to their
cate store competition has been carried out in feeling that those three numbers were all any- family of Jerome Norton Tobias. Both heads
fewer instances but with good success. Par- body had to offer and they might just as well of the family have been responsible for some
ticularly is this healthy where the merchant buy them from the syndicate store as from the popular song successes and, with the new source
does not care to meet the prices arbitrarily set dealer. Now as a matter of fact there are al- of inspiration, we shall doubtless hear of some
by the syndicate competitor. That is to feature ways six or eight good numbers. The records baby song releases.
in window display a different song title or titles show that from week to week three or four
numbers are fighting for first place in the vol-
than are appearing in the window showing of
Consult the Universal Want Directory of
the syndicate store during the same period. ume sales reports which are available to inter- The Review. In it advertisements are inserted
With a healthy and popular catalog to select ested parties. These include all publishers' free of charge for men who desire positions.
Meeting Syndicate Store Competition
by the Individual Music Merchants
New Berlin Numbers
Son to Mr. and Mrs. Tobias
The Fox-trot Song Successor to "THE FLAPPER WIFE"
Exploited in Conjunction With the Sequel Story-"FOOTLOOSE"
Promoted by 800 Newspapers
The most thorough and intensive co-operative sales drive and publicity cam-
paign ever conceived.
Radio, Theatres, Dance Halls, Vaudeville and Photo-Play Houses and Music
Stores will all take part.
Special Newspaper articles, illustrations, and thematics will appear daily.
Don't miss this opportunity—Order a liberal supply. Feature "Footloose."
Ask for Title Pages and Other Display
Watch for Records and Rolls of this new
popular song and dance hit
Material
SAM FOX PUB. CO. :: Cleveland, Ohio
New York Office, 152 West 45th St., New York City