Music Trade Review
Issue: 1922 Vol. 75 N. 18 - Page 61
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
57
THE MUSIC TRADE REVIEW
OCTOBER 28, 1922
CONDUCTED BY V. D. WALSH
BIG FEIST CAMPAIGN ON "THREE O'CLOCK" PLANNED
Weeks of November 6 and 13 to Be Devoted to Extensive Campaign Featuring Famous Waltz—
Prizes to Be Awarded Dealers Who Arrange the Most Attractive Window Displays
Leo Feist, Inc., has arranged a big adver-
tising campaign on the song and waltz success,
"Three o'Clock in the Morning." Advertise-
ments are to appear in forty-two daily news-
papers in the principal cities of the United
States. The ads will be inserted during the
weeks of November 6 and 13. It has been esti-
mated that the papers selected have a com-
bined circulation of over 6,000,000. These two
dates have been selected as "Three o'Clock in
the Morning Weeks."
In conjunction with these two "Three o'Clock
in the Morning Weeks" the publishers have
appropriated $500 in prizes to be awarded to
the best window displays of "Three o'Clock in
the Morning." There are no conditions tied
to this offer other than that the display must
be on the above song. The first prize is $100,
the second $75, the third $50, the fourth prize
$25, and there are twenty-five prizes of $10 each.
Title pages, streamers and other display mate-
rial are furnished free by the publishers. All
photographs must be in the offices of the Feist
company on or before November 30 and the
awards will be made shortly thereafter. The
directions state that two photographs should
be sent; one is to be marked plainly on the
back with the name and address of the con-
testant and the other will be identified by num-
ber only. Thus the judges will not know the
name of the contestant until the prizes have
been awarded. The volume of sales on "Three
o'Clock in the Morning" by the individual dealer
will not be taken into consideration. Both large
and small dealers will have an equal oppor-
tunity and in case of a tie each contestant will
receive the full prize.
While it is not compulsory to have the win-
dow displays during the weeks of November 6
and 13, it is suggested by the publisher that
this will be a most appropriate time, as the
national advertising campaign has been arranged
for those dates.
This is a remarkable campaign when con-
sideration is given to the fact that all of this
publicity is in behalf of an individual number.
It is all the more remarkable when the national
success of "Three o'Clock in the Morning" is
considered. This number was issued in the
late Fall of last year and it lias grown
steadily in popularity each month since. To
the onlooker it would have appeared that "Three
o'Clock in the Morning" had reached its greatest
SONGS THAT SELL
popularity during the Summer months. It fre-
Irving Berlin's Latest,
quently led the sales reports of several syndi-
Greatest Song Hit
cate stores during that period, and dealers
everywhere reported a heavy volume of sales
on the number. It has been conceded to be
the most successful waltz in years and in some
circles it has been given credit as being respon-
sible for the revival of the popularity of the
waltz.
Certain it is that "Three o'Clock in the Morn-
ing" is played everywhere and fox-trot dancers
It's Shoesles I Need
who avoid the waltz, or who, at least, did until
some months back, now readily respond to its
strains. It is admitted that the waltz has come
in for new popularity and this song and dance
played no small part in this response.
Leo Feist, Inc., seemingly, makes it a point
to do the unusual and in the campaign outlined
above it has once more shown its originality
and initiative, for the average publisher would
have accepted the fact that "Three o'Clock in
the Morning" was a nationally acknowledged
hit and upon that basis cashed in on the popu-
KIcky-Koo
KIcky-Koo
larity it had achieved. Offhand, there is appa-
rently no necessity for further publicity as ar-
ranged, but that it will enliven sheet music
counters, the stores of the talking machine rec-
ord dealer, as well as those who sell player
rolls, must be admitted.
There is hardly any doubt that almost 100
per cent of the retailers of the country will
respond to the present plans. It naturally
means additional profits for those who co-oper-
ate. The fact that "Three o'Clock in the Morn-
From Zlegfeld's Follies ol 1922
ing" is heard everywhere eliminates any gamble
Our New Sensational
in the enterprise. And waltzes are known to
Song Hit
be long lived.
During the weeks of November 6 and 13 or-
chestras everywhere, theatres and motion pic-
ture houses will make a special point of render-
ing "Three o'Clock in the Morning." Publishers
have also been assured of the co-operation of
the various talking machine record and player
1607 Broadway, New York
roll manufacturers, their various distributors
and dealers. The many branch offices of the
Feist concern and its representatives everywhere
CHARLES LANG ON THE ROAD
are all taking part in this big publicity drive
and all signs point to one of the most successful
Charles Lang, traveling representative for the
campaigns ever inaugurated by a music pub- Edward B. Marks Music Co., left late last week
lisher on any one individual number. How- for Middle West territory. He will particu-
ever, it might be pointed out that it has been
larly place before the trade the standard suc-
described as one of the greatest waltzes ever cess, "Parade of the Wooden Soldiers," and
published.
"Love's Lament" and "Plantation Home."
Homesick
Some Sunny Day
Don't Bring Me Posies
Truly
Night
Send Back My Honey Man
While the Years Roll By
Just a Little Love Song
You tor Me—Me tor You
No Wonder I'm Lonesome
My Cradle Melody
Away Down South
Come Along
YankeeDoodleBlues
IRVING BERLIN, Inc.
Just a plain old fashioned name'
No%%> selling
like
HOT CAKES'
^^^
~ ^r,
crrot 30 ^ 1
POSITIVEIY
ttGUARANTEED'HlT"
&ND SURE FIRE SELLER-
cylnolher bicj hit "LonesomeWama Blues "
J.W. JlMlffs SohtS )\OS\C CO. KANSAS CITY t\o.
57
THE MUSIC TRADE REVIEW
OCTOBER 28, 1922
CONDUCTED BY V. D. WALSH
BIG FEIST CAMPAIGN ON "THREE O'CLOCK" PLANNED
Weeks of November 6 and 13 to Be Devoted to Extensive Campaign Featuring Famous Waltz—
Prizes to Be Awarded Dealers Who Arrange the Most Attractive Window Displays
Leo Feist, Inc., has arranged a big adver-
tising campaign on the song and waltz success,
"Three o'Clock in the Morning." Advertise-
ments are to appear in forty-two daily news-
papers in the principal cities of the United
States. The ads will be inserted during the
weeks of November 6 and 13. It has been esti-
mated that the papers selected have a com-
bined circulation of over 6,000,000. These two
dates have been selected as "Three o'Clock in
the Morning Weeks."
In conjunction with these two "Three o'Clock
in the Morning Weeks" the publishers have
appropriated $500 in prizes to be awarded to
the best window displays of "Three o'Clock in
the Morning." There are no conditions tied
to this offer other than that the display must
be on the above song. The first prize is $100,
the second $75, the third $50, the fourth prize
$25, and there are twenty-five prizes of $10 each.
Title pages, streamers and other display mate-
rial are furnished free by the publishers. All
photographs must be in the offices of the Feist
company on or before November 30 and the
awards will be made shortly thereafter. The
directions state that two photographs should
be sent; one is to be marked plainly on the
back with the name and address of the con-
testant and the other will be identified by num-
ber only. Thus the judges will not know the
name of the contestant until the prizes have
been awarded. The volume of sales on "Three
o'Clock in the Morning" by the individual dealer
will not be taken into consideration. Both large
and small dealers will have an equal oppor-
tunity and in case of a tie each contestant will
receive the full prize.
While it is not compulsory to have the win-
dow displays during the weeks of November 6
and 13, it is suggested by the publisher that
this will be a most appropriate time, as the
national advertising campaign has been arranged
for those dates.
This is a remarkable campaign when con-
sideration is given to the fact that all of this
publicity is in behalf of an individual number.
It is all the more remarkable when the national
success of "Three o'Clock in the Morning" is
considered. This number was issued in the
late Fall of last year and it lias grown
steadily in popularity each month since. To
the onlooker it would have appeared that "Three
o'Clock in the Morning" had reached its greatest
SONGS THAT SELL
popularity during the Summer months. It fre-
Irving Berlin's Latest,
quently led the sales reports of several syndi-
Greatest Song Hit
cate stores during that period, and dealers
everywhere reported a heavy volume of sales
on the number. It has been conceded to be
the most successful waltz in years and in some
circles it has been given credit as being respon-
sible for the revival of the popularity of the
waltz.
Certain it is that "Three o'Clock in the Morn-
ing" is played everywhere and fox-trot dancers
It's Shoesles I Need
who avoid the waltz, or who, at least, did until
some months back, now readily respond to its
strains. It is admitted that the waltz has come
in for new popularity and this song and dance
played no small part in this response.
Leo Feist, Inc., seemingly, makes it a point
to do the unusual and in the campaign outlined
above it has once more shown its originality
and initiative, for the average publisher would
have accepted the fact that "Three o'Clock in
the Morning" was a nationally acknowledged
hit and upon that basis cashed in on the popu-
KIcky-Koo
KIcky-Koo
larity it had achieved. Offhand, there is appa-
rently no necessity for further publicity as ar-
ranged, but that it will enliven sheet music
counters, the stores of the talking machine rec-
ord dealer, as well as those who sell player
rolls, must be admitted.
There is hardly any doubt that almost 100
per cent of the retailers of the country will
respond to the present plans. It naturally
means additional profits for those who co-oper-
ate. The fact that "Three o'Clock in the Morn-
From Zlegfeld's Follies ol 1922
ing" is heard everywhere eliminates any gamble
Our New Sensational
in the enterprise. And waltzes are known to
Song Hit
be long lived.
During the weeks of November 6 and 13 or-
chestras everywhere, theatres and motion pic-
ture houses will make a special point of render-
ing "Three o'Clock in the Morning." Publishers
have also been assured of the co-operation of
the various talking machine record and player
1607 Broadway, New York
roll manufacturers, their various distributors
and dealers. The many branch offices of the
Feist concern and its representatives everywhere
CHARLES LANG ON THE ROAD
are all taking part in this big publicity drive
and all signs point to one of the most successful
Charles Lang, traveling representative for the
campaigns ever inaugurated by a music pub- Edward B. Marks Music Co., left late last week
lisher on any one individual number. How- for Middle West territory. He will particu-
ever, it might be pointed out that it has been
larly place before the trade the standard suc-
described as one of the greatest waltzes ever cess, "Parade of the Wooden Soldiers," and
published.
"Love's Lament" and "Plantation Home."
Homesick
Some Sunny Day
Don't Bring Me Posies
Truly
Night
Send Back My Honey Man
While the Years Roll By
Just a Little Love Song
You tor Me—Me tor You
No Wonder I'm Lonesome
My Cradle Melody
Away Down South
Come Along
YankeeDoodleBlues
IRVING BERLIN, Inc.
Just a plain old fashioned name'
No%%> selling
like
HOT CAKES'
^^^
~ ^r,
crrot 30 ^ 1
POSITIVEIY
ttGUARANTEED'HlT"
&ND SURE FIRE SELLER-
cylnolher bicj hit "LonesomeWama Blues "
J.W. JlMlffs SohtS )\OS\C CO. KANSAS CITY t\o.
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