Music Trade Review
Issue: 1922 Vol. 75 N. 13 - Page 50
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
4B
THE MUSIC TRADE
REVIEW
SEPTEMBER 23,
1922
rfTqo Wrong
/h any feisf saao^
DRIVE TO PLACE SHEET MUSIC IN PHONOGRAPH STORES
Music Protective Association Soon to Inaugurate Campaign to Interest Talking Machine Dealers
in Opening Sheet Music Departments—Co-operating with Sheet Music Jobbers
The Music Protective Association will in a
very short time inaugurate a campaign for the
purpose of interesting talking machine retailers
in the distribution of sheet music. This plan
has been given consideration over a period of
months and it is only now that the entire mem-
bership will allow the arrangement for the ex-
ploitation of songs through the new channel to
be consummated.
Over 8,000 talking machine dealers in various
parts of the country will receive literature carry-
ing propaganda, including attractive advertising
material, calling their attention to the value of
installing sheet music departments in their
stores.
It is understood that the Association is work-
ing with the music jobbers and is planning to
place a small stock of music costing $100 or
less with every talking machine dealer in the
country. By special arrangements the sale of
the initial order is to be guaranteed so the talk-
ing machine dealer is not in any way obligated
over any period to handle the products he has
been induced to stock at the outset.
It is the music publishers' opinion that there
are thousands of talking machine stores
throughout the country where music could be
sold at a profit to the dealer and at the same
time serve to boost his aggregate sales of mer-
chandise. This opinion is based on the knowl-
edge of some of the distributors who have felt
out the market and have found a desire on the
part of talking machine dealers to stock such
products.
The discontinuance of the sale of sheet music
by some of the syndicate stores has no doubt
lent weight to the proposition as outlined above.
This, together with the fact that many talking
machine dealers have found the installation of
music an attraction as well as a profitable move,
influenced the Association to present the plan.
Particular credit was given to the phonograph
dealer in the issuance of the material by the
Association wherein it states that in most in-
stances the stores operated by talking machine
dealers are of the more aggressive type in com-
parison with those of the average sheet music
dealers. It is the publishers' contention that
with proper sales methods the talking machine
dealer, as well as the sheet music dealer, can
find not only direct profit, but he can make
sheet music of the popular variety an advertis-
ing asset to his establishment.
They, the publishers, further contend that the
sheet music dealer operating in most commu-
nities does little or nothing of a co-operative
nature to assist the publisher in exploiting his
songs. The publishers further contend that if
the legitimate dealer did give the proper atten-
tion to the popular sheet music trade he would
find that it is not only profitable, but that it
would make his store most active.
Publishers catering to the wants of the legiti-
mate sheet music dealer bear in mind the fact
that the standard field is the one more often
than not uppermost in the dealer's mind. In
this channel he finds the music teacher, the con-
servatory and the applicants for the better type
of music generally. However, it is only in a
few exceptional instances that it is possible for
him to "cash in" in a large way on such
products.
In order to hold such a clientele it is neces-
sary to stock goods for which there is little or
no call during a period of from three to six
months, or often longer. However, dealers do
THE
Get HIM a copy today
It's funny-of course
Everybody's
Featuring
KITTEN o j y ^ K E YS
PUBLISHED BY
Mutic
Publisher!
New York, N. Y.
JACK MILLS, Inc.,
152-4 West 45th St.
You can't &o wron£,
With amj'FEI5Tson£"
If HE Golfs
H E will enjoy thisNEW"Sportson£
I
I
stock such prints and, while there is little or
no profit in the carrying of such goods, they
charge it to service and advertising, for they
contend that it is the handling of such musical
numbers that makes their stores real music
centers.
That is all true and is not to be disputed
here. We, of course, know that carrying cer-
tain numbers for from one to three years is
not profitable; though the dealer has purchased
them at 20 cents and sold them for 60 cents at
the end of two years he in no wise makes a
profit on his investment. He has, however, as
the average dealer states, advertised his store.
The fact that the public can purchase obsolete
or very-little-called-for numbers from his estab-
lishment has a value, but advertising and over-
head are too greatly increased thereby.
We mention all this because the average sheet
music dealer does not give enough attention to
his popular sheet music department and if it is
profitable, considering costs, to stock a number
that is called for only at long intervals whv
should he not give more consideration to the
popular music field which has a quick turnover
and which, if anything, will attract more busi-
ness to his store? He will have a larger clien-
tele, for he can appeal to the people who do the
bulk of the buying.
naymiwa pultvith my put - to— Or
slice a bill Vag o-ver In the 'long!
But wlwn I pliy the nin«-twnfohole,Ohh»jS.leilHin«rtinn strong
4B
THE MUSIC TRADE
REVIEW
SEPTEMBER 23,
1922
rfTqo Wrong
/h any feisf saao^
DRIVE TO PLACE SHEET MUSIC IN PHONOGRAPH STORES
Music Protective Association Soon to Inaugurate Campaign to Interest Talking Machine Dealers
in Opening Sheet Music Departments—Co-operating with Sheet Music Jobbers
The Music Protective Association will in a
very short time inaugurate a campaign for the
purpose of interesting talking machine retailers
in the distribution of sheet music. This plan
has been given consideration over a period of
months and it is only now that the entire mem-
bership will allow the arrangement for the ex-
ploitation of songs through the new channel to
be consummated.
Over 8,000 talking machine dealers in various
parts of the country will receive literature carry-
ing propaganda, including attractive advertising
material, calling their attention to the value of
installing sheet music departments in their
stores.
It is understood that the Association is work-
ing with the music jobbers and is planning to
place a small stock of music costing $100 or
less with every talking machine dealer in the
country. By special arrangements the sale of
the initial order is to be guaranteed so the talk-
ing machine dealer is not in any way obligated
over any period to handle the products he has
been induced to stock at the outset.
It is the music publishers' opinion that there
are thousands of talking machine stores
throughout the country where music could be
sold at a profit to the dealer and at the same
time serve to boost his aggregate sales of mer-
chandise. This opinion is based on the knowl-
edge of some of the distributors who have felt
out the market and have found a desire on the
part of talking machine dealers to stock such
products.
The discontinuance of the sale of sheet music
by some of the syndicate stores has no doubt
lent weight to the proposition as outlined above.
This, together with the fact that many talking
machine dealers have found the installation of
music an attraction as well as a profitable move,
influenced the Association to present the plan.
Particular credit was given to the phonograph
dealer in the issuance of the material by the
Association wherein it states that in most in-
stances the stores operated by talking machine
dealers are of the more aggressive type in com-
parison with those of the average sheet music
dealers. It is the publishers' contention that
with proper sales methods the talking machine
dealer, as well as the sheet music dealer, can
find not only direct profit, but he can make
sheet music of the popular variety an advertis-
ing asset to his establishment.
They, the publishers, further contend that the
sheet music dealer operating in most commu-
nities does little or nothing of a co-operative
nature to assist the publisher in exploiting his
songs. The publishers further contend that if
the legitimate dealer did give the proper atten-
tion to the popular sheet music trade he would
find that it is not only profitable, but that it
would make his store most active.
Publishers catering to the wants of the legiti-
mate sheet music dealer bear in mind the fact
that the standard field is the one more often
than not uppermost in the dealer's mind. In
this channel he finds the music teacher, the con-
servatory and the applicants for the better type
of music generally. However, it is only in a
few exceptional instances that it is possible for
him to "cash in" in a large way on such
products.
In order to hold such a clientele it is neces-
sary to stock goods for which there is little or
no call during a period of from three to six
months, or often longer. However, dealers do
THE
Get HIM a copy today
It's funny-of course
Everybody's
Featuring
KITTEN o j y ^ K E YS
PUBLISHED BY
Mutic
Publisher!
New York, N. Y.
JACK MILLS, Inc.,
152-4 West 45th St.
You can't &o wron£,
With amj'FEI5Tson£"
If HE Golfs
H E will enjoy thisNEW"Sportson£
I
I
stock such prints and, while there is little or
no profit in the carrying of such goods, they
charge it to service and advertising, for they
contend that it is the handling of such musical
numbers that makes their stores real music
centers.
That is all true and is not to be disputed
here. We, of course, know that carrying cer-
tain numbers for from one to three years is
not profitable; though the dealer has purchased
them at 20 cents and sold them for 60 cents at
the end of two years he in no wise makes a
profit on his investment. He has, however, as
the average dealer states, advertised his store.
The fact that the public can purchase obsolete
or very-little-called-for numbers from his estab-
lishment has a value, but advertising and over-
head are too greatly increased thereby.
We mention all this because the average sheet
music dealer does not give enough attention to
his popular sheet music department and if it is
profitable, considering costs, to stock a number
that is called for only at long intervals whv
should he not give more consideration to the
popular music field which has a quick turnover
and which, if anything, will attract more busi-
ness to his store? He will have a larger clien-
tele, for he can appeal to the people who do the
bulk of the buying.
naymiwa pultvith my put - to— Or
slice a bill Vag o-ver In the 'long!
But wlwn I pliy the nin«-twnfohole,Ohh»jS.leilHin«rtinn strong
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