Music Trade Review
Issue: 1920 Vol. 71 N. 4 - Page 50
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
46
MUSIC TRADE
REVIEW
USING SHEET MUSIC TO ADVERTISE A NEW PERFUME
JULY 24, 1920
HARRY TENNEY BACK IN CITY
Harry Tenney, general manager of the pro-
fessional department of Jos. W. Stern & Co.,
is back in New York, after an extended visit to
sistible Waltz." The big feature of the maga- Chicago. He is very enthusiastic over the re-
zine copy is the display prominence given to the ception given everywhere to "Blue Diamonds,"
the fine ballad by Jack Caddigan. He also an-
words "Mavis" and "Irresistible."
A hundred thousand copies of the waltz were nounces that Kenard and Jordan, who are using
printed on the first run. The response was im- this number, are expected East August 4, after
mediate. During the first few weeks thousands having toured the country for a year over the
of requests came in from all over the country. l'antages and Junior Orpheum Circuits.
The one big thing hoped for by the advertisers
is that the waltz will catch the popular fancy
and become a craze. As originally published the
"The Cranberry Sauce," "The Blackberry
music is instrumental. Words have since been
Belle," > 'The Gooseberry Gobble" and "The
written for it in verse and chorus and these will
Strawberry Vote."
be mailed to all who write for them. Moreover,
This is not a clipping from the dessert section
requests for samples have shown a gratifying
of a hotel menu, dear reader, but simply four
increase.
song titles selected from a list of lyrics sent out
by a man in the West who belongs to the clan
BE A SONG WRITER FOR 40 CENTS of those displaying deep interest in the welfare
of the amateur song writer. One bright mind
Western Concern Offers to Give Full Informa- suggests that they be listed as the Berry suite,
tion for That Very Modest Sum
featured by the Cherry Sisters.
Advertising Manager in Charge of Campaign to Popularize Mavis Perfjime Has a Waltz Written
Under {he Title of "Mavis"—An Effective Form of Indirect Advertising
Discussing the problems involved in an ad-
vertising campaign conducted by the manufac-
turer of Mavis perfume, a writer in a recent
issue of Printer's Ink Monthly tells of the dif-
ficulties involved in bringing this product suc-
cessfully to the attention of the purchasing pub-
lic, in other words, getting the advertising
right into the homes of prospective purchasers.
The solution of the problems involved caused
some perturbation, but in the end the solution
was surprisingly simple. It was decided to com-
pose a piece of music in waltz form that would
"answer to the description of the perfume." If
music was the seventh art, why could not the
art of the perfumer be considered the eighth? A
well-known music publisher was approached and
the proposition was laid before him.
The page-size of sheet music is almost the
same as that of most national magazines. If
a cover design for the music could be created
that would carry out the general idea of the
current magazine advertisements, it would be
practically equivalent to another advertisement,
by suggestion, though it would have to be with-
out copy. So the artist was commissioned to
produce the design.
The music publisher found a composer by the
name of Peter De Rose, a happy discovery, who
produced a waltz of merit, musically, and one
of singular appropriateness.
The combination was completed in time to
catch a few of the May publications. The an-
nouncement was made generally, however, in
the June magazines. The copy contained the
following heading and paragraph:
HAVE YOU HEARD THE MAVIS WALTZ?
"A beautiful melody that expresses the fragrance of
Mavis^ It will be mailed to you for six cents. Hear it on
the Emerson Record."
In order to tie up effectively with the adver-
tising the music was called "Mavis—the Irre-
SONG BERRIES ARE IN SEASON
The price cutter has again invaded the sheet
music trade and is causing consternation in cer-
tain sections. The specialist who has for years
devoted his unselfish efforts to aiding the ama-
teur or would-be song writer on his road to
fame always manages to collect from $10 up for
his services, and the majority of the clients evi-
dently thought the information was worth the
price.
Now comes a concern out of the West with
an announcement to the effect that they will
teach the art of song writing for forty cents,
approximately the cost of one sheet of music.
Of course, for forty cents the song writer re-
ceives all information as to how to proceed to
write songs. When he seeks to have his songs
edited and published this service costs more.
Consult the universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
FOUR SONG HITS
TWO BALLADS FEATURED EVERYWHERE
(I'LL SEE YOU IN)
"ASHES OF DREAMS"
"MY
"C-U-B-A"
SAHARA ROSE"
(ED. WYNN'S CARNIVAL)
"After You Gel What You W a n t "
(You Don't Want It)
"TIRED~OF M E "
IRVING BERLIN, Inc., 1587 Broadway, N. Y.
Blyler and Green, who are featured in the
Century Roof and Passing Shows, have intro-
duced in their act the new song, "Jazz Vampire,"
putting into the rendition of the number indi-
viduality that has aroused the enthusiasm of the
audiences. The song is published by Joseph W.
Stern & Co.
IN THE AFTERGLOW
By J. Will Callahan and Frank Grey
Programmed by America's Foremost Con-
cert Artists. Featured by
Vaudeville's Greatest Headliners
Played
by IS,000 Good Orchestras
HARL1NG. 3 K e y .
BRING BACK THE
GOLDEN DAYS"
HUNTZIMGER i DILWORTH
159 We.t 57th Street
NEW YORK
Copyrighted, 1919, by Hinds, Hayden & Eldredge, Inc.
Dear Heart
It You Would Care
for a Lonely Heart
Drifting
Sunshine Rose
CarmeneHa
C. C. CHURCH AND COMPANY
Hartford
New York
London
P«rU
Sydney
Al Jolson's Sensational Song HIT
"SWANEE"
By GEORGE GERSHWIN
DEALERS, ATTENTION!
THIS IS SOME SONG
T. B. HARMS & FRANCIS, DAY & HUNTER
62 West 45th Street
New York
We Are the Publishers
of the Terrific
Song Success
Roses ol Plcardy
Fmatwd
by JOHN McCORMACK
CHAPPELL & CO.. Ltd.
41 E»»t 34th Street
NEW YORK
347 Yong. Street
TORONTO, CAN.
HINDS, HAYDEN & ELDREDGE, Inc.
11 UNION SQUARE
NEW YORK CITY
ROBERT TELLER SONS & DORNER
Music Engravers and Printers
SEND MANUSCRIPT AND IDEA OF
TITLE FOR ESTIMATE
311 West 43d Street
New York City
BUY YOUR MUSIC FROM
BOSTON
Publishers
W A L T E R JACOBSBOS^ONTMISS.
Fo
"Peter Gink
'Arabella
" s v; ro1
Oliver Ditson Company
BOSTON
NEW YORK
Anticipate and supply Every Requirement of Music
Dealers
White-Smith Music Pub. Co.
PUBLISHERS, PRINTERS AND ENGRAVERS or
Music
Main Offices: 62-64 Stanhope St., Boston.
Branch Houses: New York and Chicago
THE
46
MUSIC TRADE
REVIEW
USING SHEET MUSIC TO ADVERTISE A NEW PERFUME
JULY 24, 1920
HARRY TENNEY BACK IN CITY
Harry Tenney, general manager of the pro-
fessional department of Jos. W. Stern & Co.,
is back in New York, after an extended visit to
sistible Waltz." The big feature of the maga- Chicago. He is very enthusiastic over the re-
zine copy is the display prominence given to the ception given everywhere to "Blue Diamonds,"
the fine ballad by Jack Caddigan. He also an-
words "Mavis" and "Irresistible."
A hundred thousand copies of the waltz were nounces that Kenard and Jordan, who are using
printed on the first run. The response was im- this number, are expected East August 4, after
mediate. During the first few weeks thousands having toured the country for a year over the
of requests came in from all over the country. l'antages and Junior Orpheum Circuits.
The one big thing hoped for by the advertisers
is that the waltz will catch the popular fancy
and become a craze. As originally published the
"The Cranberry Sauce," "The Blackberry
music is instrumental. Words have since been
Belle," > 'The Gooseberry Gobble" and "The
written for it in verse and chorus and these will
Strawberry Vote."
be mailed to all who write for them. Moreover,
This is not a clipping from the dessert section
requests for samples have shown a gratifying
of a hotel menu, dear reader, but simply four
increase.
song titles selected from a list of lyrics sent out
by a man in the West who belongs to the clan
BE A SONG WRITER FOR 40 CENTS of those displaying deep interest in the welfare
of the amateur song writer. One bright mind
Western Concern Offers to Give Full Informa- suggests that they be listed as the Berry suite,
tion for That Very Modest Sum
featured by the Cherry Sisters.
Advertising Manager in Charge of Campaign to Popularize Mavis Perfjime Has a Waltz Written
Under {he Title of "Mavis"—An Effective Form of Indirect Advertising
Discussing the problems involved in an ad-
vertising campaign conducted by the manufac-
turer of Mavis perfume, a writer in a recent
issue of Printer's Ink Monthly tells of the dif-
ficulties involved in bringing this product suc-
cessfully to the attention of the purchasing pub-
lic, in other words, getting the advertising
right into the homes of prospective purchasers.
The solution of the problems involved caused
some perturbation, but in the end the solution
was surprisingly simple. It was decided to com-
pose a piece of music in waltz form that would
"answer to the description of the perfume." If
music was the seventh art, why could not the
art of the perfumer be considered the eighth? A
well-known music publisher was approached and
the proposition was laid before him.
The page-size of sheet music is almost the
same as that of most national magazines. If
a cover design for the music could be created
that would carry out the general idea of the
current magazine advertisements, it would be
practically equivalent to another advertisement,
by suggestion, though it would have to be with-
out copy. So the artist was commissioned to
produce the design.
The music publisher found a composer by the
name of Peter De Rose, a happy discovery, who
produced a waltz of merit, musically, and one
of singular appropriateness.
The combination was completed in time to
catch a few of the May publications. The an-
nouncement was made generally, however, in
the June magazines. The copy contained the
following heading and paragraph:
HAVE YOU HEARD THE MAVIS WALTZ?
"A beautiful melody that expresses the fragrance of
Mavis^ It will be mailed to you for six cents. Hear it on
the Emerson Record."
In order to tie up effectively with the adver-
tising the music was called "Mavis—the Irre-
SONG BERRIES ARE IN SEASON
The price cutter has again invaded the sheet
music trade and is causing consternation in cer-
tain sections. The specialist who has for years
devoted his unselfish efforts to aiding the ama-
teur or would-be song writer on his road to
fame always manages to collect from $10 up for
his services, and the majority of the clients evi-
dently thought the information was worth the
price.
Now comes a concern out of the West with
an announcement to the effect that they will
teach the art of song writing for forty cents,
approximately the cost of one sheet of music.
Of course, for forty cents the song writer re-
ceives all information as to how to proceed to
write songs. When he seeks to have his songs
edited and published this service costs more.
Consult the universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
FOUR SONG HITS
TWO BALLADS FEATURED EVERYWHERE
(I'LL SEE YOU IN)
"ASHES OF DREAMS"
"MY
"C-U-B-A"
SAHARA ROSE"
(ED. WYNN'S CARNIVAL)
"After You Gel What You W a n t "
(You Don't Want It)
"TIRED~OF M E "
IRVING BERLIN, Inc., 1587 Broadway, N. Y.
Blyler and Green, who are featured in the
Century Roof and Passing Shows, have intro-
duced in their act the new song, "Jazz Vampire,"
putting into the rendition of the number indi-
viduality that has aroused the enthusiasm of the
audiences. The song is published by Joseph W.
Stern & Co.
IN THE AFTERGLOW
By J. Will Callahan and Frank Grey
Programmed by America's Foremost Con-
cert Artists. Featured by
Vaudeville's Greatest Headliners
Played
by IS,000 Good Orchestras
HARL1NG. 3 K e y .
BRING BACK THE
GOLDEN DAYS"
HUNTZIMGER i DILWORTH
159 We.t 57th Street
NEW YORK
Copyrighted, 1919, by Hinds, Hayden & Eldredge, Inc.
Dear Heart
It You Would Care
for a Lonely Heart
Drifting
Sunshine Rose
CarmeneHa
C. C. CHURCH AND COMPANY
Hartford
New York
London
P«rU
Sydney
Al Jolson's Sensational Song HIT
"SWANEE"
By GEORGE GERSHWIN
DEALERS, ATTENTION!
THIS IS SOME SONG
T. B. HARMS & FRANCIS, DAY & HUNTER
62 West 45th Street
New York
We Are the Publishers
of the Terrific
Song Success
Roses ol Plcardy
Fmatwd
by JOHN McCORMACK
CHAPPELL & CO.. Ltd.
41 E»»t 34th Street
NEW YORK
347 Yong. Street
TORONTO, CAN.
HINDS, HAYDEN & ELDREDGE, Inc.
11 UNION SQUARE
NEW YORK CITY
ROBERT TELLER SONS & DORNER
Music Engravers and Printers
SEND MANUSCRIPT AND IDEA OF
TITLE FOR ESTIMATE
311 West 43d Street
New York City
BUY YOUR MUSIC FROM
BOSTON
Publishers
W A L T E R JACOBSBOS^ONTMISS.
Fo
"Peter Gink
'Arabella
" s v; ro1
Oliver Ditson Company
BOSTON
NEW YORK
Anticipate and supply Every Requirement of Music
Dealers
White-Smith Music Pub. Co.
PUBLISHERS, PRINTERS AND ENGRAVERS or
Music
Main Offices: 62-64 Stanhope St., Boston.
Branch Houses: New York and Chicago
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