Music Trade Review
Issue: 1917 Vol. 64 N. 3 - Page 54
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
54
THE MUSIC TRADE REVIEW
THE NATIONAL ADVERTISING OF NON-COPYRIGHT MUSIC
"HAVE A HEART" PROVES BIG HIT
How the Question of the Dime's Attraction and Easier Sales Works Out to the Advantage of
the Dealer in Century Edition—Overcoming some Fixed Ideas of Music Values
New Musical Comedy, With Music by Jerome
Kern, Cordially Received at New York Pre-
miere—Score Wins Special Praise
It is readily understandable that a concern
should have a reason for advertising a product
covered by a patent or copyright, or otherwise
protected, for all results accruing from such
advertising must of necessity revert to that
particular product. When the product is one
that is not protected,
however, but one that
can be produced and
sold by any one so
minded and in fact is at
the time marketed by
competing concerns, it
is somewhat hard for
the layman to under-
stand just why one of
the
manufacturers
character, may be obtained in the Century
Edition for a dime.. The customer will-'buy ten
"Have a Heart," Henry W. Savage's musical
pieces at a dime a copy with far less seriousness comedy of the season, had its New York pre-
than he would invest in a single number at 50 mier at the Liberty Theatre on Thursday eve-
cents or 60 cents. Moreover, the next day or ning of last week, and was accorded a reception
next week he is in a position to spend a few by both the critics and the public that should
more dimes for music. If one particular copy insure for it a long run. The piece is fresh,
is soiled it only costs a dime for another. There witty and tuneful and gets well out of the rut
is no pasting or sewing.
in which many musical comedies have fallen.
"As I said before, the dealer makes 45 cents
Guy Bolton and P. G. Wodehouse are respon-
or 50 cents on the sale of the old style standard sible for the libretto, and the music is by Jerome
number, and that represents the profit on that Kern who is referred to as the best of the
particular customer for a month at least. In the Gaiety school of composers. There isn't much
same time he would sell ten or twenty copies of
of the story but what there is is good, and the
Century Edition at two or three times the lyrics more than make up for any deficiency.
profit. It simmers down to a question of few For the most part the book is distinctly topical.
sales and large prices, or, many sales at small Mr. Kern's music was well described by a New
prices.
The many sales mean many profits, and York reviewer who said of it:
should spend his good
"Mr. Kern's music is still faithful to him and
money for advertising the aggregate result is surprising.
"The
dealer's
clerk
hire
costs
him
so
much,
his
melodies are as ingratiating as ever. If he
L. G. Battin
that in most probability
serves to sell competitors' products as well as whether the clerk sells ten pieces of music a repeats a happy measure now and then it is
day or 200. It is a question whether the dealer because he made it too haunting when he first
his own.
Take the case of the Century Edition ot wants the clerk to loaf or keep busy. The more wrote it; besides, the gentle orchestration he and
music, for instance. The Century Music Pub- sales of Century Edition at 10 cents, the lower his assistants give all his numbers make remi-
proportion of overhead expense per sale. In niscences a pleasure. But there is really little
lishing Co. last fall spent many thousands of
dollars for advertising space in national maga- other words, any way you look at it, the profits that is old in Mr. Kern's new tunes, each ot
zines of wide circulation advertising non-copy- are worth while. That is why we are adver- which is a study in strings, reeds and muted
brasses. It would be idle to single out indi-
right music that could be and for that matter tising.
"The European war has now cut off the sup- vidual numbers, for all are pleasing."
is published by competing concerns. In order
ply of foreign prints and the music teachers,
Among the numbers specially favored were
to clear up the mystery, particularly in view of
the fact that the Century Co. has just started students and music lovers in general must have "I'm So Busy," "Have a Heart," "I'm Here,
another nation-wide advertising campaign, The standard music. The dealer who starts giving Little Girl, I'm Here," "Bright Lights," "I'm
them Century Edition now is going to keep All Alone," "You Said Something," "Peter Pan"
Review asked L. G. Battin, general manager of
the Century Music Publishing Co., the why and on giving them Century Edition after the war and others. The score is published by T. B.
and for years to come. In our advertising we Harms & Francis Day & Hunter.
wherefore of his company's attitude.
"The first and main reason for an advertising want to impress the public with the fact that
NEW REMIOUNtUMBER A HIT
campaign," said Mr. Battin, "was the fact, which not only can certain desired selections be ob-
we recognize, that though the sales of Century tained of Century Edition, but it may be ob- "She's Dixie All the Time" Being Sung by
Edition are increasing rapidly and steadily, there tained for 10 cents. It is our belief, and our ex-
Vaudeville Stars With Much Success
are still some hundreds of thousands among the perience with our dealers upholds us in it, that
One of the latest additions to the J. H. Remick
millions of music buyers in the United States the customer who desires to purchase such
who have not heard of Century Edition or who music does not forget the combination. Once catalog is the song "She's Dixie All the Time."
This song was quickly
do not know what it offers them. We have the combination is learned, the troubles of the _
taken up by some of the
absolute proof that where once Century Edi- dealer are over."
biggest s t a r s on the
tion is introduced in a certain locality, it be-
vaudeville stage and has
comes a fixture in that particular section and
JEROME NUMBERS GOING BIG
already gained great pop-
sells in increasing quantities. By advertising "Come Over Here, It's a Wonderful Place"
ularity.
Nora B a y e s,
nationally, we are endeavoring to reach those
and "There's Only One Little Girl" Popular
Belle Baker and Blossom
comparatively few localities in which the Cen-
Seeley are among the
The momentum that seems to be carrying
tury Edition is not yet known.
headliners who saw the
"Another thing: We are endeavoring to im- Wm. Jerome's "Come Over Here, It's a Won-
value of the number. The
press the dealer with the fact that it is to his derful Place" will, if it continues, carry this song
song is the work of Harry
into
the
class
of
sensational
selling
numbers,
business advantage to handle the Century Edi-
Tierney and Alfred Bryan,
tion—non-copyright music of the best sort pro- which every so often some song achieves. The
and
from
its
fine
reception
in so short a period
last
few
weeks
have
placed
this
song
in
the
duced in first-class shape and sold for a dime. F.
W. Woolworth became a millionaire because he position of supremacy in the Wm. Jerome Pub- there is very little doubt but that those two suc-
cessful writers have greatly increased their al-
realized the value of many sales for small lishing Corp. catalog of popular numbers.
Geo. M. Cohan's latest song "There's Only ready large number of admirers.
amounts as compared to few sales for large
One Little Girl," another number published by
amounts.
H. I. AVERY WITH PIANTADOSI
"Every one can remember instances where the Jerome company, is being placed in the
friends or relatives have purchased some im- repertory of numerous vaudeville stars as well
Herbert I. Avery, for the past five years with
ported standard numbers listed at from $1 to as having been placed in the program of several M. Witmark & Sons, and for some time sales
$1.25 and selling in the neighborhood of 60 popular road shows.
manager for that concern, recently severed his
cents. The purchase itself was an event and
connections to join the staff of Al Piantadosi
NEW SJERNj&_CO. SERIES
took the best part of a dollar bill. That piece
& Co., Inc. Mr. Avery will be general business
of music was carefully preserved. As it became Two Numbers Already Released and Others manager of the new concern.
worn it was pasted and stitched together until
Will Follow Shortly
Raymond Hubbell, composer of much of the
there was hardly a thread left. The dealer
Jos. W. Stern & Co. will shortly release a music of "The Big Show" at the New York
probably made between 45 cents and 50 cents
on the sale, but he didn't sell any more music new series of high-class songs under the title, Hippodrome, is engaged in composing new
to that customer in perhaps two or three months. "Stern Fine Art Series." Two numbers of the music for the aquatic spectacle to be staged
Now that same piece, or selections of similar new series are ready for release, "Dearest Eyes" there with Annette Kellcrman as the star.
and "Waiting For You." The title of the series
is well taken, viewed from the artistic results
Two Sensational English
that have been obtained in the first issues of the
series, both having title pages of originality and
Ballad Successes
of unusual merit. "Dearest Eyes" and "Waiting
For You" are songs that will be heard on the
best concert stage, having melodies and lyrics
which will make them popular with all music
lovers, if reports from those who have heard
the two numbers are any criterion. The whole
series has been gotten together with much care
By Darl McBoyle
and no number has been allowed to enter into
Music by Otto Motzan
T. B Harms & Francis, Day & Hunter
these issues which could not come up to the
KARCZAG PUB. CO., Inc.
high standard the publishers have set in getting
62 West 45th Street
NEW YORK
62-64 W. 45th St., 7th Floor, New York
together these issues.
QUEEN OF BALLADS
"Somewhere a Voice is Calling"
"The Sunshine of Your Smile"
"A TEAR,
A KISS,
A SMILE"
54
THE MUSIC TRADE REVIEW
THE NATIONAL ADVERTISING OF NON-COPYRIGHT MUSIC
"HAVE A HEART" PROVES BIG HIT
How the Question of the Dime's Attraction and Easier Sales Works Out to the Advantage of
the Dealer in Century Edition—Overcoming some Fixed Ideas of Music Values
New Musical Comedy, With Music by Jerome
Kern, Cordially Received at New York Pre-
miere—Score Wins Special Praise
It is readily understandable that a concern
should have a reason for advertising a product
covered by a patent or copyright, or otherwise
protected, for all results accruing from such
advertising must of necessity revert to that
particular product. When the product is one
that is not protected,
however, but one that
can be produced and
sold by any one so
minded and in fact is at
the time marketed by
competing concerns, it
is somewhat hard for
the layman to under-
stand just why one of
the
manufacturers
character, may be obtained in the Century
Edition for a dime.. The customer will-'buy ten
"Have a Heart," Henry W. Savage's musical
pieces at a dime a copy with far less seriousness comedy of the season, had its New York pre-
than he would invest in a single number at 50 mier at the Liberty Theatre on Thursday eve-
cents or 60 cents. Moreover, the next day or ning of last week, and was accorded a reception
next week he is in a position to spend a few by both the critics and the public that should
more dimes for music. If one particular copy insure for it a long run. The piece is fresh,
is soiled it only costs a dime for another. There witty and tuneful and gets well out of the rut
is no pasting or sewing.
in which many musical comedies have fallen.
"As I said before, the dealer makes 45 cents
Guy Bolton and P. G. Wodehouse are respon-
or 50 cents on the sale of the old style standard sible for the libretto, and the music is by Jerome
number, and that represents the profit on that Kern who is referred to as the best of the
particular customer for a month at least. In the Gaiety school of composers. There isn't much
same time he would sell ten or twenty copies of
of the story but what there is is good, and the
Century Edition at two or three times the lyrics more than make up for any deficiency.
profit. It simmers down to a question of few For the most part the book is distinctly topical.
sales and large prices, or, many sales at small Mr. Kern's music was well described by a New
prices.
The many sales mean many profits, and York reviewer who said of it:
should spend his good
"Mr. Kern's music is still faithful to him and
money for advertising the aggregate result is surprising.
"The
dealer's
clerk
hire
costs
him
so
much,
his
melodies are as ingratiating as ever. If he
L. G. Battin
that in most probability
serves to sell competitors' products as well as whether the clerk sells ten pieces of music a repeats a happy measure now and then it is
day or 200. It is a question whether the dealer because he made it too haunting when he first
his own.
Take the case of the Century Edition ot wants the clerk to loaf or keep busy. The more wrote it; besides, the gentle orchestration he and
music, for instance. The Century Music Pub- sales of Century Edition at 10 cents, the lower his assistants give all his numbers make remi-
proportion of overhead expense per sale. In niscences a pleasure. But there is really little
lishing Co. last fall spent many thousands of
dollars for advertising space in national maga- other words, any way you look at it, the profits that is old in Mr. Kern's new tunes, each ot
zines of wide circulation advertising non-copy- are worth while. That is why we are adver- which is a study in strings, reeds and muted
brasses. It would be idle to single out indi-
right music that could be and for that matter tising.
"The European war has now cut off the sup- vidual numbers, for all are pleasing."
is published by competing concerns. In order
ply of foreign prints and the music teachers,
Among the numbers specially favored were
to clear up the mystery, particularly in view of
the fact that the Century Co. has just started students and music lovers in general must have "I'm So Busy," "Have a Heart," "I'm Here,
another nation-wide advertising campaign, The standard music. The dealer who starts giving Little Girl, I'm Here," "Bright Lights," "I'm
them Century Edition now is going to keep All Alone," "You Said Something," "Peter Pan"
Review asked L. G. Battin, general manager of
the Century Music Publishing Co., the why and on giving them Century Edition after the war and others. The score is published by T. B.
and for years to come. In our advertising we Harms & Francis Day & Hunter.
wherefore of his company's attitude.
"The first and main reason for an advertising want to impress the public with the fact that
NEW REMIOUNtUMBER A HIT
campaign," said Mr. Battin, "was the fact, which not only can certain desired selections be ob-
we recognize, that though the sales of Century tained of Century Edition, but it may be ob- "She's Dixie All the Time" Being Sung by
Edition are increasing rapidly and steadily, there tained for 10 cents. It is our belief, and our ex-
Vaudeville Stars With Much Success
are still some hundreds of thousands among the perience with our dealers upholds us in it, that
One of the latest additions to the J. H. Remick
millions of music buyers in the United States the customer who desires to purchase such
who have not heard of Century Edition or who music does not forget the combination. Once catalog is the song "She's Dixie All the Time."
This song was quickly
do not know what it offers them. We have the combination is learned, the troubles of the _
taken up by some of the
absolute proof that where once Century Edi- dealer are over."
biggest s t a r s on the
tion is introduced in a certain locality, it be-
vaudeville stage and has
comes a fixture in that particular section and
JEROME NUMBERS GOING BIG
already gained great pop-
sells in increasing quantities. By advertising "Come Over Here, It's a Wonderful Place"
ularity.
Nora B a y e s,
nationally, we are endeavoring to reach those
and "There's Only One Little Girl" Popular
Belle Baker and Blossom
comparatively few localities in which the Cen-
Seeley are among the
The momentum that seems to be carrying
tury Edition is not yet known.
headliners who saw the
"Another thing: We are endeavoring to im- Wm. Jerome's "Come Over Here, It's a Won-
value of the number. The
press the dealer with the fact that it is to his derful Place" will, if it continues, carry this song
song is the work of Harry
into
the
class
of
sensational
selling
numbers,
business advantage to handle the Century Edi-
Tierney and Alfred Bryan,
tion—non-copyright music of the best sort pro- which every so often some song achieves. The
and
from
its
fine
reception
in so short a period
last
few
weeks
have
placed
this
song
in
the
duced in first-class shape and sold for a dime. F.
W. Woolworth became a millionaire because he position of supremacy in the Wm. Jerome Pub- there is very little doubt but that those two suc-
cessful writers have greatly increased their al-
realized the value of many sales for small lishing Corp. catalog of popular numbers.
Geo. M. Cohan's latest song "There's Only ready large number of admirers.
amounts as compared to few sales for large
One Little Girl," another number published by
amounts.
H. I. AVERY WITH PIANTADOSI
"Every one can remember instances where the Jerome company, is being placed in the
friends or relatives have purchased some im- repertory of numerous vaudeville stars as well
Herbert I. Avery, for the past five years with
ported standard numbers listed at from $1 to as having been placed in the program of several M. Witmark & Sons, and for some time sales
$1.25 and selling in the neighborhood of 60 popular road shows.
manager for that concern, recently severed his
cents. The purchase itself was an event and
connections to join the staff of Al Piantadosi
NEW SJERNj&_CO. SERIES
took the best part of a dollar bill. That piece
& Co., Inc. Mr. Avery will be general business
of music was carefully preserved. As it became Two Numbers Already Released and Others manager of the new concern.
worn it was pasted and stitched together until
Will Follow Shortly
Raymond Hubbell, composer of much of the
there was hardly a thread left. The dealer
Jos. W. Stern & Co. will shortly release a music of "The Big Show" at the New York
probably made between 45 cents and 50 cents
on the sale, but he didn't sell any more music new series of high-class songs under the title, Hippodrome, is engaged in composing new
to that customer in perhaps two or three months. "Stern Fine Art Series." Two numbers of the music for the aquatic spectacle to be staged
Now that same piece, or selections of similar new series are ready for release, "Dearest Eyes" there with Annette Kellcrman as the star.
and "Waiting For You." The title of the series
is well taken, viewed from the artistic results
Two Sensational English
that have been obtained in the first issues of the
series, both having title pages of originality and
Ballad Successes
of unusual merit. "Dearest Eyes" and "Waiting
For You" are songs that will be heard on the
best concert stage, having melodies and lyrics
which will make them popular with all music
lovers, if reports from those who have heard
the two numbers are any criterion. The whole
series has been gotten together with much care
By Darl McBoyle
and no number has been allowed to enter into
Music by Otto Motzan
T. B Harms & Francis, Day & Hunter
these issues which could not come up to the
KARCZAG PUB. CO., Inc.
high standard the publishers have set in getting
62 West 45th Street
NEW YORK
62-64 W. 45th St., 7th Floor, New York
together these issues.
QUEEN OF BALLADS
"Somewhere a Voice is Calling"
"The Sunshine of Your Smile"
"A TEAR,
A KISS,
A SMILE"
Future scanning projects are planned by the International Arcade Museum Library (IAML).