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56
THE
MUSIC
TRADE
REVIEW
Music Educators Exhibitors' Ass'n
Is Formed by Publishers in New York
Organizing Committee States Scope of Body Will Take in Any Business House Using Space at
Music Educators' Gathering—Organization Meeting in Detroit Next Month
A T a recent meeting held in the offices of G.
*^ Schirmer, Inc., 3 East Forty-third street,
New York City, tentative plans for an Associa-
tion of Music Education Exhibitors were ar-
ranged and an organizing committee consisting
of A. A. Hauser, of Carl Fischer, Inc., J. T.
Roach, of Hinds, Hayden & Eldredge, Inc., and
Henry W. Hart of G. Schirmer, Inc., was com-
posed.
While the originators of the plan were mostly
music publishers interested in educational work,
the scope of the proposed body will include
"any individual firm" or corporation that uses
space for exhibit purposes at convention of
music educators. This will include music and
book publishers, piano and phonograph manu-
facturers, and others who exhibit at educational
conference.
The new association is only in its formative
period and the actual composition of the body
will take place during the annual gathering of
the National Music Supervisors' Conference to
be held in Detroit, Mich., April twelfth to six-
teenth, at the Hotel Book-Cadillac, that city.
A meeting of the Association of Music Edu-
cation Exhibitors will be held in the Hotel
Book-Cadillac on the morning of Tuesday, April
thirteenth.
While the association has been formed to im-
prove the facilities and enlarge the opportuni-
ties of music educators in becoming better ac-
quainted with the products of its members, the
fact that its annual gatherings are to be held
in conjunction with those of the National Music
Supervisors Conferences indicates that the new
organization is to work closely with those in
the forefront of musical educational activities
in this country, particularly in encouraging and
developing the cause of music in the school.
For that reason its activities promise not only
to redound to the benefit of the interested mem-
bers but will doubtless be reflected by progress
in allied channels.
Mack Westbin Joins
E. B. Marks Forces
Mack Westbin has been added to the travel-
ing sales staff of the Edward B. Marks Music
Co., covering some of the Eastern part of the
country. Mr. Westbin has been connected with
the popular music publishing business for a num-
ber of years and, in addition to his sales ability,
he has a robust baritone voice that aids consid-
erably in exploiting popular numbers in the ter-
ritory he visits. His present itinerary includes
Philadelphia, Baltimore, Washington and other
territorv.
Moving Picture Theatres Proving to
Be the Direct Means of Exploitation
Presentation of Compositions in Houses of the Better Class Showing Best Results for Both
Publishers and Dealers—Opportunities for the Retailers' Tie-ups
' I '"HE photoplay theatre seemingly is making
the modern dance orchestra take second
place in the exploitation of songs. There are a
number of reasons for this. Some of the most
important theatres when used properly are far
more effective as exploitation mediums than is
possible to attain through a dance orchestra on
a dance floor.
Photoplay orchestras in years gone by have
played a most important part in propagating the
cause of good music. They have gathered to-
gether wonderful aggregations of musicians
who, through their programs, have raised the
public's taste immeasurably.
No one with
music's interest at heart will belittle this work.
It is true, however, that the great majority of
the American public can only assimilate so much
of the better type of music, at least at one sitting
or a series of sittings. They have repeatedly
shown that they like a well balanced program
£
The Press
PRICE TWO CXNTS
SAM FOX ACQUIRES RIGHTS OF SENSATIONAL HIT
RETURNS FROM COAST WITB "DREAM OF LOVE AND YOU"
popularity will be materially assisted by Zamec-
nik's wonderful Symphonic Fox Trot Arrange-
ment,—one that every dance orchestra will want
to feature. A new edition of the song, dressed
with a four color title page, is just issued attrac-
tive display cards and posters are available to
dealers; and the entire Fox organization will get
back of "DREAM OF LOVE AND YOU" t o
make it the biggest hit of the year
When Sam Fox struck the Pacific coast on
a recent western trip, there was considerable stir
about a new song that was already gripping the
public. Seeing the possibilities of a national hit
in the number, he succeeded in acquiring the
publishing rights after much competitive bidding
with several other large publishers.
"DREAM OF LOVE AND YOU" is predict-
ed to become the logical successor to last years
^coast hit, "Moonlight and Roses". Its spreading
Share in the early sales of this new hit! Order
copies on the form below!
Introductory Price (One Order Only)—16Yz cents in Hundred Lots
(18c in Smaller Quantities.) Reorder Price 20c (Hundred Lots 18c)
THIS ORDER
SAM FOX PUBLISHING CO.
CLEVELAND, OHIO, U. S. A.
New York Office, 158-160 W. 45th St.
Gentlemen:
Please send the following order:
"DREAM OF LOVE AND YOU'
Symphonic Fox Trot Orchestration:
MARCH 27, 1926
--
Song @ 18c (16#c In Hundred Lots)
Small @ 2?c
Full @ 38c
MARK HERE IF YOU WISH DISPLAY MATERIAL WITH ORDER
and frequently prefer some lighter popular selec-
tions. Jazz, as they call it, is more or less
American music, and the mass of the public thus
far has not been lured away from it nor is it
likely to be. Another reason that makes a
varied musical program most acceptable is the
fact that photoplay orchestras as well as many
higher class orchestras of the concert variety
have played some of the old masters until they
are all too familiar and the public has become
more or less saturated with them.
The great bulk of the American public beside
these more familiar works of the masters know
nothing else. Therefore it cannot request or
demand that which it does not know. In fact,
one would think that many of the orchestra
leaders knew little else by the lack of variety
in programs that have been played for the past
several years in photoplay houses and else-
where.
Now the public likes popular music and it is
the line of least resistance to give it a certain
amount of it. To present real good popular airs
in musical presentations, as has been done by
the best photoplay houses, is a method of giv-
ing publicity to a song that cannot be duplicated
elsewhere, for besides the orchestra rendition
the musical presentation generally gives solo
voices and a chorus. A special background and
staged effects, illustrations in film or slide form
are also used with the result that the audience
hears the orchestra and the voice and the
scenes are picturized to them in one of several
forms. Thus as many senses as are possible
are appealed to, with the result that a very deep
and lasting impression of a worth-while number
is made.
On the contrary, the popular dance orchestra
can only put over the melody, the rhythm and
the time. Little is done even to bring the title
before the dancers, with the result that when a
great number of fox-trots are played in an eve-
ning, and fox-trots do predominate, many of the
dancers do not know what it is all about. They
may take a liking to a particular number, but
as they have no access to the title, the chances
are they will not remember it. The only way
a sale is created is to hear it so repeatedly that
it finally dawns upon them, or if in repetition
they hear the song in vaudeville and are re-
minded of the particular melody which had
previously been heard elsewhere.
There are 18,000 motion picture houses in the
United States. They cater to millions during a
week's showing. It is hardly possible that
dancers are in such a receptive mood. Dancers
are generally in the dance hall to dance and to
pass the evening in good company. There pop-
ular airs rendered throughout the evening are in
competition with youth itself, youth in company
which it has personally selected. Dancing is
just a means to an end, a case of added atmos-
phere.
In the photoplay house the audience is in a
more quiet condition and the effects the stage
manager and the orchestra leader and others