Music Trade Review

Issue: 1931 Vol. 90 N. 3

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
A BLAZE THAT APPEARED DISASTROUS ACTUALLY
ACTED AS A STIMULANT TO THE BUSINESS—WITH
THE NEW STORE CAME NEW SELLING ENERGY AND
IMPROVED AND SUCCESSFUL METHODS
THE PEFFER MUSIC CO.
WHEN
FIRE
CAME
THE SHEET MUSIC DEPARTMENT IS SPACIOUS AND COMFORTABLE
When, in the early Summer of 1930, Peffer's own broad-
casting station KGDM (started about four years ago as a
5-watt and then a 50-watt station) installed its new 250-
watt transmitter under license from the Federal Radio Com-
mission, the 9tation on May 3 held "open house" for all of
interior California. This was "live news" for both the adver-
tisements and the news columns of the newspapers.
The installation of a three-manual Moller pipe organ at
the radio station and its dedication on September 9 was
another live subject for news, used to full advantage.
Then—each arrival of a large shipment of merchandise is
of course played up, the effort being, however, to develop
some striking and unusual angle of the event so as to merit
news treatment and to depart as much as possible from the
conventional "big shipment arrives" idea. For example, on
October 9 the arrival of a train of six carloads of pianos from
Chicago—all for Peffer—was the signal for a two-page adver-
tisement and much well-earned publicity, for the train came
into Stockton down one of the main streets by special per-
mission from the city fathers—a "stunt," by the way, never
before accomplished.
On October 18 the arrival for installation at Station
KGDM of a Bechstein piano from Germany—also ln>e news;
and so on, without end.
Of course, the astounding variety of lines handled by
Peffer makes it easy to fill each "newsvertisement" with
meaty "ad-news items." Besides full lines of radios, pianos,
sheet music, music rolls, radio-phonograph combinations, rec-
ords, band and stringed instruments, etc., Peffer .has a com-
plete household electric-appliance department selling electric
toasters, electric percolators, waffle irons, vacuum cleaners,
electric ranges, washing machines, electric refrigerators and
electric sewing machines, etc. He also features electric clocks,
THE
MUSIC
TRADE
REVIEW,
March, 1931
GOOD INTtRIOR DISPLAYS, HELP SALES
portable
typewriters,
home movie outfits,
and other lines which
fit in ideally with the
program of a page full
of "ad-news."
TELEWOMAN STILL
THE BEST WAY
But all this exterior
publicity is, after all, A BIS FIREPLACE LENDS A HOME-
LIKE ATMOSPHERE
the means to an end—
that of bringing the
customer into the store. Many place orders with Peffer by
mail or 'phone, but the majority still prefer to do their
(Please turn to page 29)
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
' She May Have Seen ^':
..-Better Days ^
WHEN ALL'S
v
T
IT'S
P
OLD FAVORITES OF
THE GAY '90s
But Its Dre<
T
AKE a trip along Broadway, the
modern "Tin Pan Alley," or what-
ever you may care to call that sec-
tion of New York in which is centered
the popular music publishing business,
and you will find serious-minded young
men, and older ones, too, discussing, and
without a smile, the change in public
sentiment regarding popular songs and
the heavy thinking that is required on
the part of publishers to meet that senti-
ment. If you are easily impressed you
will leave with a feeling that the weight
of the musical world is on the shoulders
of the popular song writer, but if you
have looked into the matter of popular
songs during the last half-century you
will be more inclined to laugh a little
bit.
As a matter of fact, there has been
remarkably little change in the calibre
of popular songs or in the manner in
which they are presented to the public
during the past fifty years or more,
although there have been many changes
in the methods of popularizing numbers,
particularly with the advent of radio
and talking pictures and the decrease in
the number of vaudeville singers.
No better illustration of the little
change that has taken place in the pop-
ular song and its presentation can be
found than in a glance at the various
title pages introduced in connection with
this article. Here we have a number of
title pages of old favorites popular dur-
ing the last century, and although some
of the younger folks may not be familiar
with the tune of the "Mulligan Guard"
of Harrigan & Hart days or the words
of "She May Have Seen Better Days"
they can at least rest assured that the
sentiments expressed, although topical in
THE
MUSIC
some cases, were very much the same
sentiments that are presented in the pop-
ular songs of this day.
The "My Gal Is a High-Born Lady"
of the nineties may be compared to
"Strut Miss Lizzie" or "My Baby Just
Cares for Me," both of which have had
a fair run during the past year or so.
"She May Have Seen Better Days" was
not much different in character from
"Just the Kind of a Girl That Men
Forget" of 1930, and the "When You
Were Sweet Sixteen" as presented by
whisky tenors a quarter of a century ago
is comparable to "Sweet Jennie Lee"
that is even now being heard over the
radio.
There have been changes in tempo to
correspond with the popularity of the
fox-trot as compared with the old two-
step, and to the slowing down of the
waltz to a point where it is more of a
shuffle than a dance, but when all is said
and done what pleased the masses in the
gay nineties is just about the same sort
of music as pleases them to-day.
Even the art of presenting the song
through a characteristic or artistic title
page has not made any revolutionary
progress, as will be seen from another
glance at the title-page illustrations
herewith. Naturally, the printing is
better, the illustrations sharper and
clearer, but basically there is very little
difference between the title page on the
"Boston Minstrels" songs of the seven-
ties and Rudy Vallee's song hit of to-
day, "99 Out of a Hundred Wanna Be
Loved," or between "She May Have
Seen Better Days," which grandpa and
grandma sang, and "Blue Again," which
is doing so well for the publisher to-
dav. This is not criticism of the mod-
TRADE
REVIEW,
March,
1931

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