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IN THE WORLD OF MUSIC PUBLISHING
Conducted by Fred B. Diehl
Demonstration Increases Sales More
Than 500 Per Cent Declares Henry Reber
Milwaukee Sheet Music Merchant, Head of Song Shop of That City, Tells of the
Advantages of This Method of Selling
A/f ILWAUKEE, WIS., March 24.—Songs that
are demonstrated sell about five times as
well as songs that are not, in the opinion of
Henry Reber, songster at the Edwin Tillman
Song Shop here. Mr. Reber, who is known to
the local public and among dealers in the city
as "Bubbles," has sold numberless songs
through his ability to sing for long stretches at
a time. There are generally as many as
seventy-five new songs on the counter at the
Edwin Tillman Song Shop being promoted, and
Mr. Reber knows them all by heart.
"Radio has changed the sheet music game
considerably," said Mr. Reber. "Formerly a
popular song lasted about six months, and some-
times a year. Now the song lasts, at a maxi-
mum, about three months."
It is possible for a merchant or a stand deal-
ing in sheet music to make a fortune in this
length of time, however, in the opinion of Mr.
Reber, if the hits are properly promoted.
Edwjn Tillman, of the Edwin Tillman Song
Shop, feels that a man with personality, as well
as a good singing voice, adds greatly to a de-
partment of this kind.
"Besides attracting attention, which the sound
of good singing does even among non-music
lovers, it brings out the real beauty of the
piece and the personality of the man singing
helps to 'put it over, 1 " said Mr. Tillman.
According to Mr. Reber, women are by far
the best sheet music customers. The younger
women, especially, he contends, are the great
buyers of sheet music and soon become regular
customers.
"With practically every demonstration there
MORE PROFIT \Z DEALER
OUR NEW RETAIL PRICE OF
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
is a sale," said Mr. Reber. "If a store has no
demonstrator its customers come only at cer-
tain intervals when they want a new stock of
music and they seldom buy any more than they
need. In a store where there is a demonstrator
customers will listen to various songs which
they previously had no intention of buying and
will then feel more or less compelled to buy.
Besides this, the sound of singing always at-
tracts transients, and although a business can-
not be built on transients it nevertheless helps
to fill out."
Whiteman Publications
Control Pingitore Method
Well Known Banjoist's Tenor Instrument In-
struction Methods to Be Published by That
House In Future
Paul Whiteman Publications, Inc., New York,
for which the Robbins Music Corp. is exclusive
distributor, have taken over the publishing rights
to "M i k e Pingitore's
Complete M e t h o d for
Tenor Banjo" from Wil-
liam L. Lange and here-
after it will be published
under the trade-mark of
the Whiteman firm. Spe-
cial significance is at-
tached to this announce-
ment by the fact that
Mike Pingitore is the
featured banjoist of the
Mike Pingitore
Paul Whiteman Orches-
tra and has held this position for many years.
It was while with the Whiteman Orchestra
that Mr. Pingitore brought the tenor banjo into
prominence and it is graciously admitted through-
out the orchestra world that it is to him, above
,ill others, that the rise of the tenor banjo as
an orchestra instrument is due. Besides develop-
ing a powerful tone through the use of a resona-
tor, Mike Pingitore built up a splendid playing
tcchnic. Mr. Pingitore's method has already had
a considerable sale, but now that it is in the
Whiteman catalog it will in all probability soon
find the place that rightfully belongs to it as one
of the leading methods of its kind.
"My Blue Heaven"
Is Text for Sermon
I CAN'T DO WITHOUT YOU
THE SONG IS ENDED
BACK IN YOUR OWN BACKYARD
HAVIft' MY UPS AND DOWNS
WHISPER SWEET AND WHISPER
LOW
GOLDEN GATE
FOUR WALLS
TOGETHER, WE TWO
IT ALL BELONGS TO ME
MOTHER OF MINE, I STILL HAVE
YOU
LOVELY LITTLE SILHOUETTE
ARE YOU LONESOME TONIGHT?
I HAVE BEEN LONGING FOR A
GIRL LIKE YOU
AFRAID OF YOU
WE'LL HAVE A NEW HOME IN
THE MORNIN'
SHEPHERD OF THE HILLS
THERE MUST BE SOMEBODY
ELSE
HOLLYWOOD ROSE
FROM THE NEW
"Z1EGFELD FOLLIES
OOH, MAYBE IT'S YOU
SHAKING THE BLUES AWAY
IT'S UP TO THE BAND
NEW UNIVERSAL DANCE
FOLIO No. 14.
WORLD'S FAVORITE SONGS
PETERSON'S UKULELE METHOD
Minister of Longview, Tex, Uses Walter
Donaldson's Popular Song as Inspiration for
His Preaching
SK1NLEY
•
MUSIC CO.CZ]
"Love in the Home." Just preceding the serv-
An amusing letter was received recently by ice Mrs. Jack Barton, the organist, played "My
Leo Feist, Inc., New York, written on the Blue Heaven" in an impressive manner, utilizing
stationery of the Longview Temple of Music, the organ chimes. Following the sermon on
Longview, Tex., by H. G. Munden, local choir love, home and happiness, Rev. Swain was
director and band leader, in which it disclosed congratulated by the congregation, many per-,
that a Longview minister recently used the sons stating that it was his masterpiece. A
lyrics- of Walter Donaldson's "My Blue facsimile of the letter and clipping has been
Heaven" as a text for a sermon. The letter prepared by the Feist firm, publishers of the
enclosed a clipping from a local newspaper song, and is being distributed to the trade on
giving a full account of the affair. The account the back of an order slip.
states that the minister of the Kelly Memorial
Methodist Church, Rev. W. R. Swain, found
Consult the Universal Want Directory of
in "My Blue Heaven" inspiration for the topic, The Review.
20