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34
The Music Trade Review
JULY 24, 1926
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Ed. Little Returns From
Trip Through the East
Head of Sherman-Clay Publishing Depart-
ment Finds "Schoolday Sweethearts" Going
Very Strong
SAN FRANCISCO, CAL., July 17.—The publishing
department of Sherman, Clay & Co. seems to be
two years ahead of the times. Ed. Little, man-
ager of this department, who has just returned
from over a month in the East, found that one
of the biggest successes there was a song, "School-
day Sweethearts," which was published in 1923
and had to be put away in mothballs, because
people were following a different song style just
then. Now the cycle has swung around to the
sort of sentiments that inspired "Schoolday
Sweethearts" and the result is that the song is one
of the best sellers.
In Cleveland Mr. Little
found it had been the headliner for four straight
weeks and he heard it all along his line of
travel, which was quite extended.
Leaving San Francisco on May 22, Mr. Little
visited Kansas City, Chicago, Cleveland, Phila-
delphia, Boston and New York and everywhere
he found that the representatives of the Sher-
man, Clay & Co.'s publishing department were do-
ing very well. Mr. Little attended the annual
convention of the sheet music dealers and he
found that two other songs of his firm were go-
ing over very well, "Give Me To-day" and the
Spanish tango fox-trot "Adios."
Almost without exception, the press of Cali-
fornia has devoted space to praising the Sher-
man, Clay & Co.'s "Folk Songs of the Spanish
Californians," collected, translated and arranged
by William J. McCoy. California artists are now
singing them enthusiastically at their concerts
and recitals. Mr. Little said that some of these
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songs had been republished before, of recent
years, but new words were set to them, whereas
these songs go with the sentiments that inspired
them. That is one df the reasons why they are
now appealing to Californians and the country in
general.
Forster Adds Three New
Members to Its Catalog
"Out of My Dreams," "Kentucky Lullaby" and
"The Pal You Left at Home" Newest Com-
positions From This Firm
CHICAGO, I I I . , July 17.—Forster Music Publisher,
Inc., Chicago, is releasing three new numbers
which look very promising and indicate that
some more hits will be added to the large num-
ber of successful songs published by this com-
pany.
A new waltz number, "Kentucky Lullaby,"
and a fox-trot, "Out of My Dreams," both by
Ned Miller and Chester Cohn, and another
mother song, "The Pal You Left at Home," a
ballad written by Alvin Alton, a young chap in
Memphis, Tenn., are the latest additions. At-
tractive counter signs and window strips have
been prepared for the dealer in announcing the
songs.
"Out of My Dreams" is based on the famous
"Liebestraum," Forster publishes the Schipa
arrangement of "Liebestraum," which is a tre-
mendous seller and the company has great
hopes for its popular version.
The firm recently added ten more men for
promotion work throughout the country, who
are working closely with broadcasting stations,
theatres, motion picture houses and dance or-
chestras. The three songs they are now work-
ing on are "Lulu Lou," a comedy song; "Whis-
pering Trees," a waltz; and "Just a Little
Dance." The latter is being featured again this
week at the Oriental Theatre by Paul Ash, who
was one of the writers of the number. Mem-
bers of the local trade also recently heard
"Whispering Trees," when it was presented by
Wendell Hall, the composer, at the Piano Club
of Chicago.
New Grofe Suite
Leo Feist, Inc., is publishing a descriptive
suite by Ferdie Grofe, the arranger for Paul
Whiteman, which has been entitled "Missis-
sippi." It is issued for orchestra and also as a
piano solo. It is in four movements under the
captions "Father of the Waters," "Huckle-
berry Finn," "Old Creole Days" and "Mardi
Gras."
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Richmond Survey Brings
Much Valuable Information
Card Sent Out to Practically All Dealers in
Country Can Be Adapted to Use of Retail
Dealer Himself
The Richmond Music Supply Corp. recently
forwarded a questionnaire to practically every
music dealer in the country on a postal card,
which carried a "reply card" on its reverse side.
The text, which requested information for the
Richmond Co. service files, was unique in char-
acter and aroused unusual interest as the many
responses indicate.
It requested information
on the types of material handled by the various
dealers, whether they were receiving the com-
pany's bulletins, and if they were not handling
music whether they were considering doing so.
The replies brought much valuable information
for the Richmond files and succeeded in inter-
esting a number of dealers in the advantages of
carrying sheet music and the profits made from
such a department.
A postal card of the character sent out by
the company is so original that it could be used
by dealers in gathering information from con-
sumer lists. It is important to keep such lists
up to date and to eliminate all dead material.
The music dealer prides himself upon the serv-
ice he can render. In fact, all successful busi-
ness, particularly of the mail order variety, is
based upon the standard of service the organi-
zation is able to give. A questionnaire along
similar lines as that sent out by the Richmond
organization, only addressed to consumers of
sheet music, should bring many lists up to date
and in instances help to enlarge the mail order
retail departments.
Forster Loose Scrip Book
CHICAGO, I I I . , July 17.—Forster Music Publisher,
Inc., 218 South Wabash avenue, well-known
music publisher of this city, is publishing a
special loose scrip book containing fifty sheets
of manuscript paper.
The book is entitled
"Looscripbook" and is bound in attractive form
with a leather cover. It finds a large demand
among teachers, orchestra leaders, harmony
students and music classes, as is shown by the
demand already made.
New Harris Numbers
Charles K. Harris, the pioneer popular pub-
lisher and ballad writer, has a number of sur-
prise songs which will be introduced during the
coming season. Among tkese are "The Sweetest
Kiss of All," "Starlight, the Roses and You,"
"Would You Tell," "You Never' Cared for Me,"
"They Don't Want Me Back Home Again," and
a new mother song, entitled "Safe in Mother's
Arms."
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 MANUSCRIPT AND IDEA OF
TITLB FOB K8TIMATK
311 West 43rd Street
New York City
PUBLISHER. Oc/R t*EFl
WRITE FOPt. PFUCES
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