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The Music Trade Review
JUNE 16, 1928
late dance folios are sold in chain store depart-
ments for 30 cents, but let the average dealer
try to procure half a dozen and they will cost
him more than 30 cents each if postage is added
to jobber or publisher price. This is penalizing
the retailer to the highest point and places him
in a position where he is a 'goat' in the trade.
Of course, a dealer can perhaps buy 100 of these
folios at 20 cents each, but how many music
dealers can buy in this quantity?"
Quantity Orders
An animated discussion on the subject, "The
penalizing of retailers by publishers on small
quantity orders," brought forth a variety of
opinions from those in attendance. Mr. Harden
cited an example in which to avoid penalization
lie refrained from ordering single copies, so
that an order would assume respectable pro-
portions with the result that certain members
were out of stock for a considerable period,
thus costing a loss to both himself and the pub-
lisher. It was finally decided that a letter be
.sent to the Music Publishers' Association stat-
ing the retailers' objections to penalizations
and asking that the individual publishers be in-
formed of this action. Joseph M. Priaulx and
Mr. Donlan were appointed to take care of this
matter.
William Arms Fisher, the newly elected presi-
dent of the Music Publishers' Association, en-
tered and was accorded congratulations by
President J. Elmer Harvey, on behalf of the
Association. He responded briefly saying that
the problems of the publishers and dealers inter-
locked, and assured the retailers that the pub-
lishers would work more closely with the deal-
ers than ever before. He also stated that the
publishers would meet more frequently in the
future, and said that communications from the
dealers would be welcomed for consideration.
He informed the dealers that action has already
been taken toward the preparation and issuance
of a general catalog listing all publications.
In introducing the question of "using sheet
music as a bait by concerns outside of the sheet
music trade," President Harvey advocated the
practice of publishers refusing to sell to other
than legitimate music dealers. Several dealers
spoke of competitors in their respective terri-
tories who offered sheet music for sale in the
hope of attracting customers who would pur-
chase musical instruments and thus help offset
the loss suffered by selling sheet music at a
price far below list. J. King, of the Oliver
H. Ditson Co., Boston, recommended that the
Ethics Committee of the Association be in-
formed of such "bait" selling or of dealers be-
ing penalized for small orders and that this
committee in turn communicate with the Music
Publishers' Association.
Mr. Fisher suggested that both of the topics
discussed came under the head of trade prac-
tices, and that the Ethics Committee's duties
be expanded to include trade practices and that
the committee function throughout the year
with frequent communication to the publishers'
body. Mr. Priaulx then spoke, urging that deal-
ers bring their problems to their local associa-
tions for solution, saying that action by a local
group to correct a practice that is purely local
would be far more practical than any action by
a national organization.
Sales Promotion
"Sales Promotion" was the next topic dis-
cussed. A brief address was made by Harry
B. Crossby, who said in part:
"In the first place, as of paramount import-
ance in sales promotion work, I would place a
card index of every good prospect of customer
in a dealer's territory, so classified as to fur-
nish all available information at a moment's
notice. Not a cumbersome or unwieldy list,
but one that is systematically arranged, com-
pact, built up on authentic information received
from day to day. In addition to correct name
and address, telephone number, and financial
rating, the following information is of the ut-
most importance; For piano teachers, grades
and classes of music used, whether solos, duets,
studies, ensemble music, etc.; voices, voices
used, if sacred and secular; if organ music is
used for church, recital or theatre; violin music,
orchestra music, octavo music, whether for
mixed, women's, men's or boy's voices, sacred
or secular; if for church, what denomination,
etc., etc. Also whether the teacher buys for
pupils or for personal use only, and if music on
approval is desired or if it is preferred to order
from sample copies.
"With such a list, a retail dealer receiving
copies of new issues finds it an easy matter to
place them in the hands of customers who are
really interested, and who will buy duplicate
copies, especially as many of these customers
may have placed permanent orders for new
music to be sent to them on selection. Your
card index should therefore be one of the most
important assets in your business, with the
thought paramount that its value should be
over-estimated rather under-rated. Do not put
a single name on your list until you positively
know that the party is interested. The building
up of a list of this character is just as impor-
tant for the small dealer as for the large one."
Following Mr. Crossby's address there was
some discussion as to whether upon the com-
pilation of such identification cards should
be issued to music teachers to entitle them to.
a discount. There were some dealers in favor
of this, but others opposed it vigorously, and
no definite action was taken. A paper prepared
by James Francis Cooke, president of the T. H.
Presser Co., was then read by Mr. Donlon,
which stressed the need of musical education
and service to keep up the enthusiasm of the
music teacher as being essential to the ultimate
profit to the dealer. Mr. Cooke urged dealers
to co-operate in every possible way with teach-
ers. A rather spirited discussion followed its
reading, and President Harvey expressed the
hope that the Presser organization might see
fit in the near future either to raise the price
to teachers or lower the price to wholesalers
of a number of publications in its catalog. A
representative of the Presser organization sug-
gested that a committee representing the organ-
ization visit Philadelphia in the hope of finding
a proper solution to this problem.
Chain and Syndicate Competition
The question of chain store and syndicate
competition with the legitimate music store
raised an informal but brisk discussion indulged
in by many of the dealers and several of the
publishers in attendance. While it was ad-
mitted that by underselling the music dealer
the chain stores could work to the detriment
of the dealer and sell volumes of any number
which had become popular through the efforts
of the regular music dealers, no solution of the
problem was put forth.
The Election
The following officers were elected for the
coming year: Robert T. Stanton, of Lyon &
Healy, Chicago, president; John Harden, of the
Harden Music Co., Inc., Springfield, Mass., vice-
president; T. J. Donlon, secretary and treasurer.
An Oriental Fox-Trot
"BLUE IDOL'
Waltz Ballad
I CAN'T BELIEVE IT'S TRUE
HITS
1 GcORPORATtUl
745SEVEIMTHAVENUE
NEW YORK CfTV
HITS
The Board of Directors as elected follows: J.
Elmer Harvey, Grinnell Bros., Detroit, Mich.;
William M. Gamble, Gamble-Hinged Music Co.,
Chicago, 111.; Charles W. Homeyer, Charles W.
Homeyer & Co., Boston, Mass.; William H.
Levis, Levis Music Store, Rochester, N. Y.; Ed-
ward P. Little, Sherman, Clay & Co., San Fran-
cisco, Cal.; Holmes R. Maddock, Whalen,
Royce & Co., Toronto, Canada; S. Ernest Phil-
pitt, S. Ernest Philpitt & Son, Miami, Fla.;
Joseph M. Priaulx, C. H. Ditson & Son, New
York City; Paul A. Schmitt, Schmitt Music Co.,
Minneapolis, Minn.; Oliver Shattinger, Shat-
tinger Piano & Music Co., St. Louis, Mo.; Har-
vey J. Woods, Woods Music Co., Seattle, Wash.,
and William H. Witt, Robinson's Music Store,
Washington, D. C. The following publishers'
representatives were also named as members of
the Board of Directors: William Jacobs, Irving
Berlin, Inc., New York City; Jacob Henry Ellis,
Sam Fox Publishing Co., Cleveland, and Otto
P. Schroeder, Flushing, L. I., N. Y.
Publishers and Dealers
Outing at Briarcliff
About 125 sheet music dealers and publishers
attended the outing at Briarcliff Lodge, West-
chester County, on Wednesday afternoon, the
party being given by the Music Publishers'
Association by way of entertainment for the
visiting sheet music dealers. Three large busses
left the establishment of ("has. H. Ditson & Co.,
on East 34th street, shortly after 1 o'clock and
made the long run in about two hours. Many
publishers and some of the dealers went up by
automobile in the morning to get in a few
rounds of golf on the Briarcliff course, and but
few are reported to have got lost in the mist
which hung over it in the early hours.
The afternoon was given over to games, both
inside the lodge and outside. Dinner was served
about 6.30 o'clock and a colored orchestra pro-
vided music for dancing. All in all, it was a
highly successful affair and reminded the gather-
ing in more ways than one of the good old
days.
"Blue Idol" Rapidly
Increasing in Demand
Fred K. Steele, Inc., Its Publisher, Reports
Number Likely to Lead Its Entire Catalog
Several months ago, Fred K. Steele, Inc., New
York, secured an Oriental number called "Blue
Idol," written by Jane Frazer, and the song
being of a unique type, it was decided to con-
duct a special campaign on it. It has made such
rapid progress that it is likely to become out-
standing in the Fred Steele catalog. "Blue
Idol" is a fox-trot, and Jane Frazer, the com-
poser, has rightly termed it an Oriental fantasy.
The Steele organization is also concentrating
on the Hawaiian waltz, "Dreaming Alone in
Hawaii," two other Hawaiian numbers entitled
"Lei-Lani" (Wreath of Heaven) and "Bells of
Hawaii," as well as "Hurry On," a fox-trot, and
"I Can't Believe It's True," a waltz ballad. The
firm's first release, "Every Little While," - is
showing up well in England, where it is being
handled by the Lawrence Wright Music Co.,
which reports that it is a best seller.
Consult the Universal Want Directory of
The Review.
A Fox-Trot Fantasy
"HURRY ON
L
Hawaiian Fox-Trot
n
Sfifa ess.-)