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The Music Trade Review
FIVE
FEATURED SUCCESSES
from the
v HOUSE OFFOX
SPARKLING
CAPTIVATING
PIANO NOVELT/
wrt
LATEST BEAUTIFUL
BAIL AD INSPIRATION.
DOROTHY LEE
SENSATIONAL
Fox TROT SONG
AOAPTEO PROM
APRIL 30, 1927
Annual Meeting of Sheet Music Dealers
in Chicago to Discuss Many Questions
Gathering at the Hotel Stevens, June 6, 7 and 8, to Have Extensive Program on Lead-
ing Problems Which Are Confronting the Retail Music Dealer
' T H E announcement that the National Asso-
c;ation of Sheet Music Dealers will hold
its annual convention at the Hotel Stevens,
Chicago, June 6, 7 and 8, will, of course, be
quite welcome to the many retailers in the
Far West, particularly those who feel com-
pelled to attend the convention of the National
Association of Music Merchants, held on simul-
taneous dates.
The announcement, however, will be a dis-
appointment to music publishers and dealers
of Boston, who were anxious that this year's
gathering be held in their city. In fact, the
whole New England music trade was anxious
that this year's event be held there. Naturally,
Boston has many attractions that make the
possibilities interesting. Not only is it one
of the most important music publishing cen-
ters, but the side attractions for the visitor are
most numerous, including the many points of
historical interest.
After settling agreeably some of the most
important problems of recent years between
publishers and dealers and the question of dis-
counts, particularly those to teachers, one would
think that the coming gathering in Chicago
would have a simple program. Such, however,
is not the case. It is true that the retail busi-
ness itself is now being operated along
standard lines everywhere and has eliminated
the territorial and locality difficulties as to dis-
counts and net price markings, but this by no
means ends the problems of sheet music mer-
chants.
Probably one of the most difficult situations
to face and of more recent import is the chang-
ing musical taste of the American public and
its reflection on retail business. This change
has many phases and affects in some form or
manner practically every branch of the music
industry. Whether or not all of these phases
are of a permanent character is still open to
question, but it is certain that the present sit-
uation calls for a readjustment of methods of
doing business and arranging a plan to meet
the new order of things.
In another part of this department appears
a resume of the plans and activities of the sales
promotion campaign of the National Piano
Manufacturers' Association, which is large and
intensive in scope and which should be of
most important interest to every music retailer.
It should be the magnet which will call forth
the co-operation in every way possible of all
retailers, particularly those interested in stand-
ard music.
Another important situation that has been
growing steadily and consistently in recent
years and which to-day has taken the place
of former music appeals to the young is the
popularity of small musical instruments. Most
of this appeal is based upon popular music, in
contradistinction to the former appeal of the
piano, which was generally along classical and
standard musical lines.
The legitimate sheet music dealer has never
been a great enthusiast for popular music.
There are, of course, many reasons for this
and all of them had their place in the past.
This was particularly true with such houses
that did the larger part of their business with
music conservatories, teachers, students and
accomplished musicians. However, all of these
houses generally carry small musical instru-
ments, saxophones, tenor banjos, ukuleles, etc.,
and this business is steadily growing. As most
of it is based upon popular musical appeal, a
new viewpoint towards popular music should
be created. It is the lure that produces a
volume of sales in musical instruments that
means much to the musical industry. Properly
handled it is a profitable business and it does
bring the young- into the store, for they are
the purchasers of these small musical instru-
ments.
Of course, there are other problems that
will be considered at the coming gathering,
but these two features of present-day sales and
sales methods should prove of first importance.
Carl Fischer New
Monthly Announcements
Publishing Firm Issues First of New Type
Pamphlets on Monthly New Material Added
to Catalog
Carl Fisher, Inc., is now issuing a new type
of monthly publication covering its new. issues
and other timely announcements. It is in the
form of a miniature catalog, describing and
analyzing current publications in an interesting
and informative way. This new arrangement
of the literature pertaining to monthly releases
lias been planned to give the merchant all avail-
able information, which induced the publisher
to add this musical literature to his catalog.
One of the valuable features of the first of
these four-page announcements is the fact that
it can be readily used as an order blank.
The first of new issues and announcements
is dated April-May, 1927. Among the impor-
tant works featured are a series of cowboy
:\nd other songs of the West by Oscar J. Fox.
This type of songs is gaining much popularity
and promises at the present rate of gaining
favor to take a position alongside of the Negro
spirituals as important American offerings.
Among the titles are "Come All Ye Jolly Cow-
boys," "The Hills of Home," "The Texas
Cowboy's Last Song" and "Whoopie Ti Yi Yo,
Git Along Little Doggies." There are also a
series of octavo choruses, several compositions
for the piano and particularly three in march
tempo by Edwin Franko Goldman, the well-
known bandmaster, called "Central Park," "On
the Hunt" and "On the Pier."
Ben Selvin, the Brunswick record artist and
well-known director of orchestras, and Mrs. Sel-
vin sail on Saturday of this week for a six-
weeks' tour of England and the Continent.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
BUY YOUR MUSIC FROM
BOSTON
Publishers
Oliver Ditson Company
BOSTON
NEW YORK
Anticipate and Supply Every Requirement of Music
Dealeri
ROBERT TELLER SONS & DORNER
Music Engravers and Printers
SEND MANUSCRIPT AND IDEA OF
TITLE FOB ESTIMATE
311 West 43rd Street
New York City
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