Music Trade Review

50
THE
MUSIC
TRADE REVIEW
4, 1923
A UG US T
! 1m:ru:~~VffiJSflrNg I
CONDUCTED BY V. D. WALSH
PUBLISHERS' DEALERS' HELPS AND THEIR UTILIZATION
I
SONGS THAT SELL
Co-operation Offered the Dealers by the Publishers One of the Most Important of Sales Stimu­
lators at Their Disposal-The Question of Standardization in the Material Furnished
\t th e p ,,,t [\\ 0 (,O I1I'cntion ~ of th e r-iatiolla l
-\" "o(' iatioll o f She et M u s ic !l ea lers, th e fornI,
" t y le a nd diJll ens ion " of stand a rd mu s ic pub­
lish e rs' literatur e for th e con s um e r to b e used
bv th e d('aicr h ave be e n di·sc u ss ed. Som e s u g ­
ges tion s h a l C b ee n IIlad e a nd giv e n c on s id e ra­
tion low a rd., standardization, so fa r as siz e is
co ncern ed . of JIIu c h o f thi s material. Ho wev e r,
it has h (,(, 1l cle arly s h ow n a nd prov ed that a ll
m ate rial will 110t CO ll fo rlll ad mirabl y t o allY
;o; t '\t tillle s Ih e r e hav e been sO lll e cxpr e,s ion s
frolll d e alers as to th e va lu e of this con s um e r
IIlat c ri a l. 011 e d('a ler \\'ent so far as t o s t al e
t hat 9ll p e r ce n t of it wa s wonh1c ,s which, of
('o urse , was an ill -ach'iscd s ta t eJll e nt tha t t·h ..
spea ku ,,"o uld hard ly a tt e lll pt to pr ove. " '[o s t
of th e deal e rs val u e ("o n,um e r literatur e and
IIlak e ',ooel lI SC of it. 111 SOll Ie inS\;III("("o the y
re cei ve a ,[~r ea tcr volume of circ ular lJ1ate ri a l
than can be lIsed.
B llt in th e majorit y of
c ases the wa v i, gc nerall v founel t o at lea,;t use
the gr ea t e r prop o rtion.
No d o ubt. if m o r e att e ntion w ere g i ve n b y
t h e trael e to th e a Jl10unt o( su c h lit eratur e
THE
HOTTEST
'1nd Funniest Comedy
Song Written in Years
JUST OFF THE FIRE
PEANUTS!
5 a Bag
Every Dance Orchestra From Coast
to Coast is Playing and Singing-
PEANUTS!
5 A BAG
Watch for Record and
Music Roll Releases
o rder c d, or a cce pted, th o u sa nds of dollars would
be ,,; ave d publi s hin).!; organizations durin g the
co ur se o f the year. Thi s lIIateri a l i,; all pre­
pared witll grcat c are; the IlJinute s t d e tails arc
cov e red before allowi ng it to g o to PI·CSS. It
is iss ued for the' ,~[Iid a nce of JIlusic love rs and
(or their app e al. Thu s it is ge nerall y a s ales
cr eato r.
IvIo st of th e publishin g organizatio ns h ave a
high- sa la ried ' and at leas t a high- c lass a d ver ­
ti s ing and publ ic it y department.
The leading
publishers, too , ha ve had long exper ience as
r e t a ilers . The y kn o w, of co ur se , th e retail e r 's
prob le Jll s in regard t o co n s um e r lit eratu re and
th ey have th e co n s lllll e r 's viewp o int. There ar e
hardly an y in , tances w here s u e h mat e ri a l is a
tot al was te. It IIlay no t be u sed for th e pur­
po se fo r w hich it was d e si g ned, an d , th e ref o re,
find the wron g a biding p la ce , but it s pr ope r
LIse , un doubted ly, se rves it s e nd, and that is to
,H o use int e rest ;wd c reat e sa les .
T hi s bring s to mind the position of the trad e
p aper as a mediu m of inf o rmation for th e
d ea le r . Occasio nally, it is said that trad e pa per s
usc too llluch "plug" JII a t eria l alld, lookill g back
a fe w ye ar s, t h e r e was undonbt e dl y a bas is
fo r thi s o pini o n. To-d ay , how ever , the wc ll­
regulat e d trade paper e lillJinates the strict ly
"p lu g-" n e lv~ itell l. Na turall y all n ew iss lle s arc
m e ntioned in some for m, and it is well th ey
s h o uld be, fo r that is news if th e writer's illJa g i­
n ation ha s not been a ll owed to intrud e upon
{h (' q rinlv n ews end of {he son g 's rele ase.
'fh e r e shou ld , howev e r, be a s ta ndard to the
s tyle and a li mit to th e "p uffer y." 1 ( thi s is
ad hered to, ne\I' S itenl s o n clI rr ent s u cce sses ,
the openin g- of s h ows, the r e lease of n ew nUlll­
b e rs, the amou nt of e nergy pl ace d b eh ind th e ir
expl o itation , the ca li ber of th e housc an d th e
size of its ap propriations giv e n cOllsid e ration,
th e co lulllns of the tradepre S"s,' whether it is
!llcnti o nin g a lo\'c son g", a ball ad, or a jazz
numb er w ill b e found JlJo s t valuable to a n y
w id e-a IVa ke dea ler.
N aturall y , ther e is much other n ews materi a l
besides "p lu g-" stuff w hich is lIlos1 appropr iat e
for dea ler cons umpti o n a nd w hi c h aid s hilll con­
s id erab ly in the co nd uct of hi s bu s ine ss. O ver
a shon period this lIl ay not be so noti cea ble,
but in a n y given Cjuart e r or year ly period we
kno\\' th e tillle sp e nt in r ead ing tr a d e new s w ill
b e found most profitable.
CLARKE & LESLIE BOSTON OFFICES
Nat Madison in Charge of New Trade and Pro­
fessional Headquarters at 240 Tremont Street
Clark e & L es li e So n g" 1t1e., ha ve op e n e d
{rade alld profe ssion al offi ces a t 240 Tremoll t
street, 13o s t Otl , Mass ., w h ere Na t Madi so n w ill
b e in char~e.
SOlli e time ago an ofnee was
o p e ned III Ch icago 11\ eokln 's G ran d O per a
Hou se, und e r the m a nagem e nt of
Harry
O·Bri e n. ,\ccord ing to S idney Ca ine, ge n e r a l
llIana ge r of th e co mp any , an offi ce will be
ope ned in San F rancisco at a ve r y ea rly d ate
an d lat e r r e p r esentatives o r o ffice s w ill be 10­
("CIte d in other lar ge trade cente rs.
C la rke &. L es lie So n gs , [n c" a lthou g h ill busi­
Iless on ly a few Ill o nths, ha ve s ucce eded rc­
Illar kab ly lI"e ll in po pular iz in g se veral so n gs.
T n e lud e d III I h esc arc "D irty Hands, Dirtv
Fa c e," w iJich wa s introdu ce d b v :\ 1 Joison b e ·
fore th e c lo s in g of his "I\olllbo " s h o w. Tw o
o th e r song s in th e fi rm 's ca t a log ar c b eco min g
quit e active. It js i ntroducing in v aucl ev ille th e
Down Among the Sleepy Hills 01
Ten-Ten-Tennessee
Indiana Moon
That Old Gano of Mine
When You Walked Out
Someone Else Walked Right In
Love (My Heart Is Calling YOU)
You Tell Her-I Stuller
You Know You Belong
to Somebody Else
(So Why Don't You Leave Me Alone 1)
Dearest
-
(You're the Nearest to My Heart)
Ala Moana
Nuthin' But
By the Shalimar
Crinoline Days
Fronl Jr"vin g
nerlin'~
Xf'W l'fu!':ic. nux
Re-Yllf
Lady of the Evening
J:!~rom
Irying-
n~rljn's
New i'lllSk. Uox Re,' u(
Pack Up Your Sins
and Go to the Devil
From Irvin g
n(~rJjl\' s
1\' ew
~Itll"i('
Box H c vu('
IF~!I!l"~~eJ~~i~eN~~O~S!~~o~~~!u~
IRVING BERLIN, Inc.
1607 Broadway. New York
novelt y, "Magg ie I Ye s :-i(aJllI Come Right Up ­
stai r s!" and a ballad fo x-trot called "Now Tha t
N eed Yo u, You'r e Gone. "
NEW NUMBER BY SILVER AND COHN
By spe cial a rrangem e nt with Frank Silver and
Irvin g Coiln, wr it ers o f the ullu s ual success,
"Ye s ! VVe H ave N o Bananas," the publish ers,
S hapiro , Be rn stein & Co. , Inc., h ave relea se d
Have No Ba nana Blues ," word s b y L ew Bro wn ,
lllu s ic b y J a mes F. Hanley a nd Rob er t King.
Th e nUlllb e r h as alr e ady been p laced in one of
th e Broadwa y s how s an d is b e in g pro g ra ll1med
by sev e ral pr om inent v a ude v ill e a rtists.
It is hardly ex pected that it wi ll ha l'c the
popu lar ity of it s predecessor, whi c h, b v the way ,
is havin g a goo d sa le ,
JACK MILLS BACK FROM EUROPE
Ja c k Ivlill s, h ca d of J ac k Mi ll s, Inc., r ece ntly
return ed to th e Unit ed S tat n on th e S. S.
"Leviathan ," foll ow in g a two a nd on e -half
months' t o ur of th e il]1portant cities of Europe.
[<'o llowin g a n illlprOli1ptu r ece ption a t his of­
fi ce a vi s it wa s JI1 a d e to {h e futur e home of
J ac k lvlill s, 1nc., a n ew sev en -stor y s tructure
at 148-150 Wes t F o rt y-s ixth s tr ee t, th e Jack
?vIill s B uildin g , in whi c h t hi s enterp risin g pub ­
lishing firm will occupy two floor s ,
'.,