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The Music Trade Review
Utilizing the Dealers' Aids Furnished
by the Publishers to Increase Sales
Retail Dealers Who Intelligently Use the Advertising Material Furnished by the Music Publishers
Find an Immediate Response to This in the Form of a Greater Volume
N these days when leading industries are
emphasizing co-operation between manufac-
turer and distributor, or as it happens to be
in the sheet music trade, between publisher and
dealer, particularly by means of advertising
helps for the latter, there is complaint that a
large percentage of the advertising literature
prepared by the publisher is wasted by the
dealer's sheet music department, with the con-
sequent result that the daily sales of the de-
partment lag and profits are not increased.
Just as it is necessary to work out an effec-
tive campaign by means of advertising, can-
vassers, etc., to put over an automobile, piano,
or any other product that has to be sold, pro-
gressive sheet music publishers have realized
that a certain amount of dealer co-operation in
the form of thematic booklets and advertising
literature, in addition to the many other well-
known methods used in creating a demand and
introducing new songs, is necessary to launch
their members.'
With this thought in view the music pub-
lishers have spent a great deal of time and
money in preparing literature in these forms
which they are willing to supply to the dealers
gratis with his imprint in order to introduce
the number, and which, of course, is designed
to help him increase his sheet music sales and
daily profits.
The lack of interest shown by certain deal-
ers in this co-operation by returning certain
numbers that are being advertised, the disposi-
tion not to use this literature, has prompted
many publishers to believe that there is only a
small percentage who appreciate this form of
co-operation and that a large amount of the
money spent in preparing such advertising is
wasted, in some instances creating a heavy loss
lo the publisher.
In the first place it is pointed out that the
dealer does not put salesmanship behind the
merchandising of his numbers, but "dishes" out
certain compositions that the customer calls for
without suggesting new selections or wrapping
I
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up literature with the number purchased, al-
though the counter has many booklets and spe-
cially prepared advertising material that the
publisher has furnished. Likewise, there is a
lack of advertising used in mailings and other
promotional work such as is carried on very
effectively by dealers in other lines or perhaps
in the musical merchandise department or piano
department of the same establishment.
In many instances a number will come out,
the literature will follow a little later, and be-
fore the dealer has made an effort to push that
JUNE 19, 1926
New Store Makes Sheet
Music Selection Easy
Feature of New Establishment of the City
Music Co., Detroit, Is the Convenient Display
of its Stock
The City Music Co., 7412 Mack Avenue,
Detroit, Mich., is now installed in its new home
which is one of the most attractive retail es-
tablishments in the country. This firm, which
carries both standard and popular sheet music,
musical merchandise, pianos and talking ma-
chines, has arranged its new quarters in a way
that makes for efficiency in serving its custom-
ers and at the same time places in view of the
prospects much of its merchandise. The whole
atmosphere is one that is most inviting and
with its sales-creating equipment it should not
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certain number, he will return it to the pub-
lisher and in the meantime will receive the
advertising. Then, if he distributes this, there
will immediately be a demand and the number
is not in stock. This necessitates re-ordering
and causes additional expense to the publisher.
For not having the numbers in stock reflects
upon the entire business of the department.
There is also another loss to the publisher
when the dealer returns certain numbers that
have his imprint on, in some cases the num-
bers returned being in such bad condition,
sometimes so soiled that they have to be de-
stroyed. An endless amount of time and loss
on the publisher's part could easily be elimi-
nated if the dealer would write the publisher be-
fore returning the music. Thus dealers would
save the trouble of returning music which they
think will not sell.
Hamilton S. Gordon, 141 West Thirty-sixth
street, New York City, the publishers of much
standard music, teaching material and a wealth
of copyrighted publications, has just issued the
third volume of its "Every Day Melodies." The
compositions in this folio are all in first posi-
tion.
BUY YOUR MUSIC FROM
BOSTON
Publishers
Oliver Ditson Company
BOSTON
NEW YORK
Anticipate and Supply Every Requirement of Music
Dealers
only enlarge its business, but give it a new posi-
tion in the retail field.
We show, herewith, a portion of the interior
of the main floor of this new City Music Co.
establishment and there can be readily seen near
the entrance a specially arranged popular sheet
music counter holding hundreds of titles in full
view of purchasers. In the rear of this particu-
lar counter are the shelves housing the standard
music material so that the customer interested
in music can readily have his or her wants filled
without loss of time. The popular record de-
partment arranged in similar fashion closely fol-
lows this position in the store and this, too,
makes for efficiency in serving the City Music'
Co. customers, particularly those of the drop-in
variety.
One of the unique feature of the sales coun-
ters is the use of the base of the counters for
display purposes. These are glass front coun-
ters, dressed in the manner of a window display
with indirect lighting effects, which adds con-
siderably to the attractiveness of the store and
at the same time tends to create sales. On the
left of the store appears the piano department
and in the rear are the talking machine demon-
strating rooms. Above this latter department
is a mezzanine floor with executive offices of the
house.
Visitors to Detroit would do well to look
through this new establishment as herein un-
doubtedly are a number of ideas that could be
put to good use elsewhere.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
ROBERT TELLER SONS & DORNER
Music Engravers and Printers
SEND MANl'SCRIPT AND IDEA OF
TITLE FOR ESTIMATE
311 West 43rd Street
New York City
C^VV PUBLISHER. OUR REFEf
o c-^j WRITE FOR PRICES
2054W.LAKE ST CHICAGO. ILL