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IN THE WORLD OF MUSIC PUBLISHING
Using the Window Display to Build
Volume in the Sales of Sheet Music
Detroit Music Merchant Unites Feist Songs and Artists Who Sing or Play Them in At-
tractive and Ingenious Window Display That Makes Sales
"111 7"ITH arrival of Fall and the return of the
The task of the music dealer is to advertise
* people to its homes and the normal course himself and music at the same time in order
of things, the opportunities of the music dealer
to be remembered by his musical public of
for obtaining publicity for his sheet music
previous seasons. The local press does this
counter are definitely increased. The Sum- nicely, of course, but the show window does
it more easily and effectively. In the newspaper
the dealer is limited to the size of the space
and the character of the ideas. In his own
store window he has the freedom of his ideas
and all the space he wants and it is there even
without the asking.
There are window displays and window dis-
plays, some which are admired chiefly by their
designers and others which really attract and
cause interested comment among the passers-
by gathering in front of the store. The mere
displaying of wares is good enough for a ribbon
store or a delicatessen shop, but in obtaining
publicity for such a line as music some sort
of an idea must be expressed. This will con-
stitute an average window display and its
selling power will depend entirely on the im-
portance and handling of the idea or motif.
The most effective windows, however, are those
which achieve not only an original idea, but a
dynamic one, expressing motion or action before
the passersby.
A most ingenious window, built around song
hits, was used recently in the show window
ot an S. S. Kresge Co. store in Detroit. The
Featuring Feist Songs
display, as shown in the accompanying photo-
trier's activity in outdoor sports on the part graph, embodies a highly original idea and has
of both the older and younger generations is a dynamic appeal. It was planned by Bob
supplanted by the more orderly business pur- Miller, Detroit manager for Leo Feist, Inc.,
suits and school, and music again comes into and typified a baseball game in which ten late
its own as a means of diversion.
MORE PROFIT \ l DEALER
SONGS
OUR NEW RETAIL PRICE OF
THAT HIT THE MARK!
TWENTY CENTS PER COPY
" Shows a Profit of
Nearly 2 0 0 % !
OUR LINE GROWS BETTER AND SELLS
BETTER EACH YEAR!
SEND IN YOUR ORDER FOR 50 NEW
Songs that Sell
RUSSIAN LULLABY
WHAT DOES IT MATTER?
ME AND MY SHADOW
BLUE SKIES
IS IT POSSIBLE?
WHAT DO WE DO ON A DEW
DEW DEWY DAY?
SWEET YVETTE
HAVANA
MISS ANNABELLE LEE
IT'S A MILLION TO ONE YOU'RE
IN LOVE
ARE YOU LONESOME TONIGHT?
SOMEBODY AND ME
PRETTY LITTLE BOM BOM
FROM BOMBAY
WHERE THE WILD, WILD
FLOWERS GROW
ROSY CHEEKS
SWEET MARIE
LOVE AND KISSES
C'EST VOUS
YANKEE ROSE
MY SUNDAY GIRL
PUT YOUR ARMS WHERE THEY
BELONG
MY IDEA OF HEAVEN
THAT'S MY HAP, HAP HAPPI-
NESS
BOOKS THAT SELL
NEW UNIVERSAL DANCE FOLIO
No. 13
IRVING BERLIN SAXOPHONE
No. 1
PAUL ASH NOVELTY PIANO
FOLIO
Here Am I—
BROKEN HEARTED
Mix the Lot—What Have You Got?
MAGNOLIA
AL JOLSON SONG HIT FOLIO
SO BLUE
PETERSON'S UKULELE METHOD
IT ALL DEPENDS ON YOU
WORLD'S FAVORITE SONGS
BABY FEET GO FITTER PATTER
TIDDLE DE UKES
STRUMIT WITH CRUMIT
(Comic Ukulele Song Book)
Does She Love Me?
POSITIVELY—ABSOLUTELY 1
I'LL BE LONELY
SOUTH WIND
WHO'S THAT KNOCKIN' AT MY DOOR?
SWEETHEART MEMORIES
MY HAWAIIAN SONG OF LOVE
8one Hits from the Collegiate Musical
Comedy
''GOOD
NEWS 1 '
IRVING BERLIN I,,,
1607 Broadway New York City
GOOD NEWS
THE VAR8ITY DRAG
M'OKY IN LOVE
THE BEST THINGS IN LIFE ARE FREE
HAPPY DAYS
JUST IMAGINE
BIG
SELLERS
IN
FOLIO
SAXOPHOLIO
J'^NOit BANJO FOLIO
(Each containing: fifteen great songs)
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Feist song hits and the leading local orchestra
leaders and organists figured prominently.
A miniature baseball diamond stood in the
foreground, on which the Detroit musicians
were represented by dolls in baseball regalia.
Each was tagged by name, as well as the sub-
stitutes sitting on the sidelines. A set of box
scores, containing the names of all the players
and also the "batting average" of the various
Feist songs, was given a prominent position.
The background of the set was papered ex-
clusively with the sheet music of Feist numbers.
{Continued on page 38)