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40
The Music Trade Review
APRIL 16, 1927
Wide Variety of Window Displays Are
Used by Music Dealers to Exploit Songs
Two Examples, One From the J. G. McCrory Store and One From the Glen Bros.-
Roberts Piano Co., Show Effective Presentations in the Display Window
L J E R E W I T H arc shown two very dissimilar
types of window displays. Each, however,
proved effective in presenting the material
displayed and in creating sales. Each had an
entirely different appeal, and while both at-
tracted customers, the approach in arousing
SUNDOWN
Donaldson^ Distinctive
and Charming Ballad/
The second window is that of the Glen Bros.-
Roberts Piano Co., Salt Lake City. Here is a
display of the art type. Such a display as
shown, while of a commercial character, is far
from that which is generally termed a mer-
chandising display, which was shown above.
Generally this latter type, while presenting the
goods, also adds to the prestige of the store.
In this case a background appears showing
the wide open spaces. In the foreground is a
typical home made from cardboard and a figure
wandering across the lawn. This is shut off
somewhat, however, by side curtains, almost
making it separate from the display proper.
The main display itself also has u homelike
atmosphere. A baby grand piano is at the left,
upon which appears a copy of the Sherman-
Clay success, "Idolizing." The piano bench is
in position and this portion of the display
almost invites the customer to be seated and
finger the instrument. There are a few rolls
Featuring "What Does It Matter"
PAL
OF M Y /
LONESOME HOURS
The Melody Fox Trot Hit/
hy HIRSCH and LYMAN
interest and creating the sale was of opposite
character. This does not mean that either type
of window dressing would prove equally effec-
tive in displaying different types of sheet music.
The caliber of song has something to do with
11 ie arrangement of the display. Also the
familiarity of the general public with the par-
ticular title is to be considered in arranging the
window.
The first photograph is that of the J. G.
McCrory Store, Philadelphia, Pa., showing the
title pages and records of the Irving Berlin
success, "What Does It Matter." A large
placard in the center of the window, using
considerable space, announces the title and
grouped around this are the title pages
en masse. This song has been exploited on
an extensive scale by radio, in vaudeville and
in other channels. The title and the melody
are quite familiar, so it was only necessary in
this instance to remind the prospective pur-
chaser that it could be obtained inside. For
such purposes the massed display works out
very well.
"Muddy Water" Featured
Widely by Orchestras
Popularity Due to Number Itself, as Gratuitous
Distribution of Orchestrations Is Limited
Featuring "Idolizing"
and records and several copies of sheet music,
just enough to carry out the idea of the center
caption in the window, "Idolizing." Above are
arranged a number of title pages which act
as a drape, putting over the title in a nice
manner without overdoing it.
The display is about as complete as one of
this character could be made. It shows all the
material through which this song, "Idolizing,"
can be brought into the home. It uses the
title because it is particularly appropriate, but
the thought behind the whole display is selling
the idea of music.
ing quite original not only justified this method
but resulted in keeping the property from be-
coming too common. "Muddy Water" is just
beginning to reach wide popularity. While it
is a novel number it is not a novelty. There-
fore, it should reach an important position on
the sales counters during the coming months.
The Broadway Music Corp. is receiving en-
thusiastic reports from all sections of the coun-
try on its success, "Muddy Water."
While
these reports are corroborated by the increase
The Society of the Friends of Music offer a
in sales throughout the country the voluntary
prize of $1,000, donated by Alfred Seligsberg, for
favorable comments, coming mostly from or-
an original cantata for chorus, orchestra and solo
chestra leaders, have more than the usual signifi-
voices. The competition is open to any com-
cance. The Broadway Music Corp. sent out no
poser-resident in tin- United Slates, and closes
orchestrations of "Muddy Water" except on
November 1. Particulars can be had from
written request and the complimentary list
Richard Copley, 10 Kast Forty-third street, New
therefore was kept down to a minimum. All
York Citv.
except the top-notch orchestras were encour-
aged to get their orchestrations from the re-
tailers. Therefore, there is no orchestra play-
ing "Muddy Water" to-day other than those
who have purchased their orchestration, or
Los ANGEI.KS, CAI., April 5.—W. A. Quincke
which have written a special request for such & Co., 430 South Broadway, Los Angeles, Cal.,
material. The result has been that orchestras publishers of standard and popular music, have
everywhere have accepted "Muddy Water" only just announced that they are now represented
after giving it attention, followed generally by in the Orient by the Lyric Music House, Inc.,
a decision to use it as a feature in their pro- of Manila, P. I. W. A. Quincke, head of the
grams.
linn bearing his name, returned to his offices
This all has been an unusual method of ex- lure following a very successful trade trip in
'lie trade.
ploiting "Muddy Water," but the material be
Prize for Cantata
•P DIXIE 1
VAGABOND;
\ ^4 Fox Vrot Ballad
I That's Just A Little i
;4^
Different!
M
i f l ^ V KAHN W DONALDSON j f l f
LEO. FEIST, hra
FEIST
BLDG.
2 3 1 - 5 W. 4O TH ST.,
NEW YORK. CITY
Quincke in Orient