Music Trade Review
Issue: 1923 Vol. 76 N. 23 - Page 154
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
148
THE MUSIC TRADE REVIEW
JUNE 9, 1923
Featured by VINCENT LOPEZ and HIS HOTEL PENNSYLVANIA ORCHESTRA
NEW FOX TROT
SONG H I T
A. J. STASNY MUSIC CO.,
Order Now, the Sales Are Big
Send for Advertising Material
56 West 45th St., N. Y. C.
SHEET MUSIC DEALERS HOLD CONVENTION—(Continued from page 147)
the needs and style of music his teachers are
using and at the same time use this method of
moving some of the stock from his shelves.
The idea behind distributing and broadcasting
large quantities of an orchestration is to make
the music popular; the main idea behind send-
ing selections by the publisher is to popularize
the compositions contained therein and try to
get the teacher to use the good material in his
catalog. From catalogs alone this cannot be
done—titles do not mean anything—but if the
teacher sees the complete composition he will
become acquainted with pieces, suitable to his
needs and he will not always send to New
York, as many teachers do not supply music
to their pupils, even though they may take a
selection from the publisher.
An overabundance of music has been pub-
lished and, in many instances, some of the best
compositions have not found a sale. It is by
selection that a market can be created for some
of them, whether it is done by the dealer or
publisher. If the dealers could look into the
heart of the selection business they would prob-
ably find that the word advertising would be
written therein in great big letters.
MUSIC'S ADVERTISING IS MUSIC
Karl K. Lorenz, in Address, Points Out There
Is No Better Means of Publicity Than the
Composition Itself—One Plan Suggested
We find that the best advertising matter to
sell music is the music itself. There are so
many printed words when one is reading ad-
vertisements and each one is trying to be said
in such a way as to attract and cling to the
memory. It is hard to get action with mere
words. In choral music, which is our specialty,
orders are in quantity lots, which simplifies the
use of the music itself as the advertising of it.
The second most important factor is the
emphasis on the class of music being adver-
tised. A buyer of piano music is most easily
attracted by seeing at once that it is piano
music that is being announced. If the buyer
of vocal music has to read a paragraph before
it is made clear that the music advertised is
for vocal use, and not piano music, the adver-
tisement will not pull orders.
Printed matter is so expensive these days
and there are so many radically different kinds
of music, that to lump all customers, real and
prospective, in one advertising list and bom-
bard the entire list with every kind of adver-
tising one gets out is dreadfully wasteful. Con-
siderable money should be spent in getting the
necessary information about the probable musi-
cal needs of the people on one's advertising
list. In this way the advertising sent to any
one constantly tempts and never bores. We
limit ourselves to a very small portion of the
music publishing field, yet we classify the
names on our advertising lists into about thirty
groups. To find into which of these thirty
classifications people belong we employ local
people to furnish the needed information and
send traveling representatives into such cities
where we cannot secure local help. Such em-
ployes are in no sense selling agents. They
secure only information and never sell a cent's
worth of music. We have found this very
effective and consequently profitable.
We know to our sorrow the disadvantages
in using more than one size of booklet for
advertising. Due to our insistence on using a
great percentage of music in our advertising,
trade customs as to size of music page force
us to use two sizes of advertising pamphlets.
As a result, while our general catalog, our sheet
music catalog and our book catalog are the
same size, our octavo catalog is the other size.
We cannot as a result have a complete catalog
in one volume without excessive expense. The
desirability of a single size of advertising
pamphlet would not apply, of course, to tem-
porary advertising, such as envelope dodgers
and the like.
Michael Keane, of Boosey & Co., was one of
the many New York publishers to attend the
gathering of the National Association of Sheet
Music Dealers held in Chicago this week.
KOREAN SONGS ARE DIFFICULT
Music of That Country Sung With Drum Beat
as Simple Accompaniment
The Si-jo is a long and slow process, said
by the Koreans to be the most difficult form
of song. A drum accompaniment consists
merely of a drum beat from time to time as
an indication to the vocalist that she has quav-
ered long enough upon one note, says the
Detroit News.
The melancholy note which seems the motif
of most Oriental music becomes an extreme
plaintiveness, due probably to an almost unlim-
ited quavering on one note.
The second style of Korean music is the Ha
Ch'i, or popular music, the leading song of the
Ha Ch'i being the A-ra-rung of 782 verses.
There is a third style between the classical and
popular, but hardly worth mentioning.
"UNCLE TOM'S CABIN" WITH MUSIC
Los ANC.KI.ES, CAL., May 29.—At last that Amer-
ican stage masterpiece, "Uncle Tom," is to be
musicalized with possibly a chorus of singing
bloodhounds. The Duncan Sisters are to star
in the production, to be presented by Thomas
Wilkes.
ENOCH & SONS
New Song Successes
I Heard You Go By—Daniel Wood
April Goes A-Walking—Stanley Dickson
The Years at the Spring—May H. Brahe
Daffodil Gold—A. Robertson Hodgson
STANDARD SELLERS
I Passed by Your Window
Brahe
All For You
Easthope Martin
As I Went A-Roaming. . May H. Brahe
At Eventime
Frank H. Grey
Bridal Dawn
Easthope Martin
Come to the Fair. . . .Easthope Martin
Down Here
May H. Brahe
Garden of Happiness. . . Daniel Wood
I Shall Know
Mana-Zucca
Japanese Love Song. . .May H. Brahe
Lovelight
Alma Goatley
Moon at the Full. . . .Landon Ronald
Out of the Deep
(sacred)
Easthope Martin
Page's Road Song
Ivor Novello
Sylvan
Landon Ronald
Thanks Be to God. . . Stanley Dickson
Touch of Spring
Elinor Warren
Wayfarer's Night Song
Easthope Martin
Sole Agents for the Famous
PETERS EDITION of classical and modern works
ENOCH & SONS
Note New Address
9 EAST 45th STREET
NEW YORK
148
THE MUSIC TRADE REVIEW
JUNE 9, 1923
Featured by VINCENT LOPEZ and HIS HOTEL PENNSYLVANIA ORCHESTRA
NEW FOX TROT
SONG H I T
A. J. STASNY MUSIC CO.,
Order Now, the Sales Are Big
Send for Advertising Material
56 West 45th St., N. Y. C.
SHEET MUSIC DEALERS HOLD CONVENTION—(Continued from page 147)
the needs and style of music his teachers are
using and at the same time use this method of
moving some of the stock from his shelves.
The idea behind distributing and broadcasting
large quantities of an orchestration is to make
the music popular; the main idea behind send-
ing selections by the publisher is to popularize
the compositions contained therein and try to
get the teacher to use the good material in his
catalog. From catalogs alone this cannot be
done—titles do not mean anything—but if the
teacher sees the complete composition he will
become acquainted with pieces, suitable to his
needs and he will not always send to New
York, as many teachers do not supply music
to their pupils, even though they may take a
selection from the publisher.
An overabundance of music has been pub-
lished and, in many instances, some of the best
compositions have not found a sale. It is by
selection that a market can be created for some
of them, whether it is done by the dealer or
publisher. If the dealers could look into the
heart of the selection business they would prob-
ably find that the word advertising would be
written therein in great big letters.
MUSIC'S ADVERTISING IS MUSIC
Karl K. Lorenz, in Address, Points Out There
Is No Better Means of Publicity Than the
Composition Itself—One Plan Suggested
We find that the best advertising matter to
sell music is the music itself. There are so
many printed words when one is reading ad-
vertisements and each one is trying to be said
in such a way as to attract and cling to the
memory. It is hard to get action with mere
words. In choral music, which is our specialty,
orders are in quantity lots, which simplifies the
use of the music itself as the advertising of it.
The second most important factor is the
emphasis on the class of music being adver-
tised. A buyer of piano music is most easily
attracted by seeing at once that it is piano
music that is being announced. If the buyer
of vocal music has to read a paragraph before
it is made clear that the music advertised is
for vocal use, and not piano music, the adver-
tisement will not pull orders.
Printed matter is so expensive these days
and there are so many radically different kinds
of music, that to lump all customers, real and
prospective, in one advertising list and bom-
bard the entire list with every kind of adver-
tising one gets out is dreadfully wasteful. Con-
siderable money should be spent in getting the
necessary information about the probable musi-
cal needs of the people on one's advertising
list. In this way the advertising sent to any
one constantly tempts and never bores. We
limit ourselves to a very small portion of the
music publishing field, yet we classify the
names on our advertising lists into about thirty
groups. To find into which of these thirty
classifications people belong we employ local
people to furnish the needed information and
send traveling representatives into such cities
where we cannot secure local help. Such em-
ployes are in no sense selling agents. They
secure only information and never sell a cent's
worth of music. We have found this very
effective and consequently profitable.
We know to our sorrow the disadvantages
in using more than one size of booklet for
advertising. Due to our insistence on using a
great percentage of music in our advertising,
trade customs as to size of music page force
us to use two sizes of advertising pamphlets.
As a result, while our general catalog, our sheet
music catalog and our book catalog are the
same size, our octavo catalog is the other size.
We cannot as a result have a complete catalog
in one volume without excessive expense. The
desirability of a single size of advertising
pamphlet would not apply, of course, to tem-
porary advertising, such as envelope dodgers
and the like.
Michael Keane, of Boosey & Co., was one of
the many New York publishers to attend the
gathering of the National Association of Sheet
Music Dealers held in Chicago this week.
KOREAN SONGS ARE DIFFICULT
Music of That Country Sung With Drum Beat
as Simple Accompaniment
The Si-jo is a long and slow process, said
by the Koreans to be the most difficult form
of song. A drum accompaniment consists
merely of a drum beat from time to time as
an indication to the vocalist that she has quav-
ered long enough upon one note, says the
Detroit News.
The melancholy note which seems the motif
of most Oriental music becomes an extreme
plaintiveness, due probably to an almost unlim-
ited quavering on one note.
The second style of Korean music is the Ha
Ch'i, or popular music, the leading song of the
Ha Ch'i being the A-ra-rung of 782 verses.
There is a third style between the classical and
popular, but hardly worth mentioning.
"UNCLE TOM'S CABIN" WITH MUSIC
Los ANC.KI.ES, CAL., May 29.—At last that Amer-
ican stage masterpiece, "Uncle Tom," is to be
musicalized with possibly a chorus of singing
bloodhounds. The Duncan Sisters are to star
in the production, to be presented by Thomas
Wilkes.
ENOCH & SONS
New Song Successes
I Heard You Go By—Daniel Wood
April Goes A-Walking—Stanley Dickson
The Years at the Spring—May H. Brahe
Daffodil Gold—A. Robertson Hodgson
STANDARD SELLERS
I Passed by Your Window
Brahe
All For You
Easthope Martin
As I Went A-Roaming. . May H. Brahe
At Eventime
Frank H. Grey
Bridal Dawn
Easthope Martin
Come to the Fair. . . .Easthope Martin
Down Here
May H. Brahe
Garden of Happiness. . . Daniel Wood
I Shall Know
Mana-Zucca
Japanese Love Song. . .May H. Brahe
Lovelight
Alma Goatley
Moon at the Full. . . .Landon Ronald
Out of the Deep
(sacred)
Easthope Martin
Page's Road Song
Ivor Novello
Sylvan
Landon Ronald
Thanks Be to God. . . Stanley Dickson
Touch of Spring
Elinor Warren
Wayfarer's Night Song
Easthope Martin
Sole Agents for the Famous
PETERS EDITION of classical and modern works
ENOCH & SONS
Note New Address
9 EAST 45th STREET
NEW YORK
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