Music Trade Review

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IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
The Piano Promotion Campaign and Its
Effect Upon the Sheet Music Industry
Every Music Publisher and Sheet Music Merchant Has Vital Interest in Campaign
Being Conducted by the National Piano Manufacturers Association
S E V E R A L hundred readers of this depart- the future of their business. It arrives at a
^ ment, inasmuch as their business is in music time when it should be most welcome inasmuch
publications and small goods, are not directly as probably this is the first year in the history
of the standard music publishing business where
interested in the sale of pianos. For that reason
doubtless not a few of them either do not look sales of piano publications did not show at least
'
or only casually glance at many pages of this a slight increase.
Of course, immediate effects in the way 'of
publication. In fact, there are a good many
sheet music dealers, and not a few sheet music new business will not be felt, or at least only
publishers, who have often expressed them- in certain localities in the early stages of this
selves as not being interested in the piano end new plan, but recognizing the present success
and with a three-year program already under
of the business.
This attitude was always a mistake, but at the way, the aggregate results in months to come
present moment it is a grave error. The Na- should insure new high sales totals.
The co-operation of all of the dealers who
tional Piano Manufacturers Association is carry-
ing on a campaign for the purpose of inter- should be interested in this work will hasten
esting the people in the piano. In its program the good that will be produced for all branches
it is spending $200,000 a year for a three-year of music. There should be no question of the
period in advertising the advantages of the piano advisability on the part of the local sheet music
as a musical instrument. This is not only an dealer in sharing both in the work of prepara-
effort to sell more pianos, but it is a program, tion and in the aftermath program, as it con-
already successful, for enlarging the pupil clien- cerns his territory.
While naturally the program of the National
tele of teachers and, through the co-operation of
schools, carry out a group educational program Piano Manufacturers Association is distinctly
related to the instruments its members manu-
on a large scale.
This is only a brief outline of the arrange- facture, the advertising and allied activities will
ments put in effect so far under the sponsor- be reflected in increased interest in music and
ship and direction of the Piano Manufacturers in other instruments to a certain extent. No
Association and specially selected and equipped such program on a national scale can be de-
propagandists. All of these earlier activities as vised which will concentrate all of the interest
arranged will be supplemented by programs by on the piano alone. The campaign itself and
other sources and their scope will undoubtedly the text in the advertising copy now being used
be enlarged as progress is made and the situa- is broad in scope and doubtless in some meas-
tion warrants. The music publisher and dealer, ures will have a business reflection in other
therefore, should read carefully and watch directions. In fact, no program which basically
closely all of these activities, particularly those sells music can wholly confine itself to one com-
relating to schools and teachers, and, wherever mercial branch of the music industries.
possible, give local co-operation to the pro- Therefore, this intensive campaign to interest
the young in the piano and in music will have
gram.
Those who are subscribers to this publication constructive results that will be reflected in
and are ordinarily only interested in music pub- more sales in other departments of the music
lication affairs have at hand from week to week merchant's business. The campaign to encour-
a complete report of the developments in this age the young to play the piano, which will
musical educational program from all sections ultimately and naturally result in a greater sale
of the country. It is a big undertaking, but, of piano music, demands co-operation of sheet
as it is based upon tested plans, there is little music retailers, and with the numerous other
question of its success. In fact, reports from values that will be derived from such national
cities carrying out the group idea educational publicity in the cause of music it would be al-
most criminal for a business man not to take
plans invariably show remarkable results.
All of this is of vital interest to the publisher part wherever possible and to share in the
and sheet music dealer. It is an insurance for work.
pEe EK-IE
Now Ready
Rudy Wiedoe£t's
Modern Saxophone
Method
Includes the Rudy Wiedoeft Photo-
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teaching the fingering of the instru-
ment, and four original saxophone
solos.
The Wiedoeft Method is considered by
all to be the most up-to-date school
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List price
$3.00
Regular Dealer Discounts
ROBBINS Music CORPORATION
QuhltA liei-iLj
799 Seventh Avenue, New York
Frank Pallma Back
From Extensive Trip
practically unknown until the song was pub-
lished by this well-known organization. For
instance, the ballad, "Just for To-day," by
Blanche Ebert Seaver, which has been featured
by John McCormack and other artists, was
recognized by Mr. Pallma as having unusual
merit and was immediately published. It is
now one of the leading numbers of the Pallma
catalog. "A good deal of originality can be
introduced in welcoming new blood and new
ideas to stimulate the life of the business," says
Mr. Pallma. Continuing, he said: "Dealers
often do not seem to realize that there is a
difference in the types of publications and
methods of promotion. In many instances it
takes them two or three years to start a good
standard song, while in a few weeks a popular
number can be launched towards success. How-
ever, once a standard number gets going it
outlives most popular pieces.
"Watching the World Go
By" Ball's Last Song
Number Sung by Silver Masked Tenor Over
W E A F to Be Given Wide Exploitation by
Witmark
The last song of the late Ernest R. Ball, the
noted writer of ballads, written with his old col-
laborator, J. Kiern Brennan, was called
"Watching the World Go By." This number was
tried out by Mr. Ball on some of his last vaude-
ville engagements. The publishers of Ball's
compositions, M. Witmark & Sons, had planned
previously to make this number one of Ball's
most popular compositions, the plans being
ready when the news of his death reached New
York. The title of the song and the words to-
gether with the musical setting seemed so ap-
propriate and with the steadily increasing de-
mand from singers and the trade, that Wit-
mark decided to carry out the original campaign.
Thus, "Watching the World Go By" was intro-
duced to millions the other night over the air
from Station W E A F and its chain by the Silver
Masked Tenor during Goodrich Hour. This fine
singer has featured many Ball songs in the
past, but he gave an especially beautiful ren-
dition of the new number, which was prefaced
with a fine and very interesting announcement
concerning it and the death of its composer.
Music Men to Hold
Annual Outing June 25
Event This Year Will Take Place at the Elks
Club House, Oakwood Heights, Staten Island
The annual outing of the Association of Music
Men, composed of salesmen and clerks of
music publishers and retailers in the metro-
Covered Eastern Coast, New England and politan area, will be held at the Elks Club
Canada—Reports Good Demand for Pallma House, Oakwood Heights, Staten Island, N. Y.,
Publications
on Saturday, June 25. At the outing, besides
the annual dinner, the members and guests will
CHICAGO, I I I . , May 28.—Frank Pallma, Jr., head be amused with baseball, prize bowling and
of the Pallma Music Publishers, Chicago, re- outdoor sports. The advance sale of tickets for
turned last week from an extensive Eastern the coming event is already quite large, assur-
and Canadian trip. He visited the principal ing one of the best affairs ever given by this
cities on the East coast from Virginia to New organization.
England, as well as the large cities in Canada,
The regular monthly meeting was held on
and reports that the Pallma catalog is meeting May 24 at the Central Opera House, New York
with unusual success.
City. A surprise was given those who attended
The Pallma Publishers believe in featuring by holding a novelty "horse racing contest." Six
standard numbers, whether they come from the prizes were awarded,- mostly in stage money.
pen of a known or unknown writer. In fact, The first prize-was won by H. Schloz; second
the company has introduced several numbers by T. Hoffreichter; third by J. Seybold; fourth
which have gained popularity by sheer merit, by Herman Trink; fifth by W. Ackerman and
although the writer in many instances was. sixth by W. Froese.
32