Music Trade Review
Issue: 1924 Vol. 78 N. 2 - Page 45
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JANUARY 12, 1924
THE
MUSIC TRADE
45
REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Decreasing the Dealer's Overhead by
Increasing His Volume of Music Sales
A Few Neglected Fields for Sales Which Can Be Cultivated With Profit by the Average Dealer
With a Sheet Music Department—The Part Which Mail-order Business Can Play
A COMPILATION of figures gathered by
•**• the National Association of Sheet Music
Dealers some time ago upon the cost of operat-
ing sheet-music departments or stores showed
the cost of doing business in this direction to
be generally well over 35 per cent. This is
much higher than the average cost of retail
activities in other lines. The particular prob-
lems, the volume and diversity of merchandise
handled by the sheet-music dealer, naturally
account for this difference and, no matter how
large the turnover, undoubtedly the costs will
always be somewhat larger than in other lines
of retail merchandising.
During the past two years, with music pub-
lishers' co-operation, an effort has been made
through discounts to give the dealer a larger
profit. With all the progress made in this direc-
tion the cost of doing business is necessarily
still large and really the only healthy and per-
manent reduction can be obtained by an in-
creased volume of sales.
Most of the legitimate dealers have made and
are making efforts to corral as much of the
local business as is possible. There are, how-
ever, some additional avenues of profit which
can stand and, indeed, require more intensive
cultivation. Particularly is this true of the
mail-order business. A development in this
direction not only means additional business,
added clientele and prestige, but also is an insur-
ance against encroachments by either new or
competitive dealers or publishers.
Mail-order business should be from 25 to 50
per cent of the dealer's business. The pos-
sibilities in this direction are very large as has
been proven by many successful dealers, by
one or two large publishers and by any number
of small publishing houses.
A city, county and State list of music pur-
chasers for the home, school and conservatory,
teacher and student, and others should be the
most valuable adjunct to the dealer's business.
A good many dealer lists stop at the teacher,
school and conservatory. The addition of a
student list alone should assure a fair addition
to the volume of business. A list of the owners
of pianos and other musical instruments is also
valuable.
Many dealers who sell small goods, ukuleles,
banjos and saxophones make no record of the
addresses of such purchasers. This should not
happen. The number of compositions and the
number of folios and books issued for these
particular instruments make such a list quite
valuable.
Not only should the dealer have a list of the
purchasers from his store of small instruments,
but he should gather the names of all the own-
ers of such instruments. In the case of folios
for the saxophone, banjo, tenor-banjo and
ukulele and other such instruments, it is pos-
sible for the dealer to create a sale among
owners without an investment until the goods
are ordered. The publishers' literature on the
release of new books or folios exclusively for
such instruments makes it possible for the
dealer to forward such material, together with
a sales letter, promising deliveries at specific
rates. In this manner the amount of books
needed can be ordered from the publisher on
the strength of the gathered orders and with-
out the necessity of stocking any volume of
such goods. It has been estimated that there
is a saxophone manufactured every minute.
These are all sold, too, and are not put in stor-
age. So the field is constantly widening.
Another demonstration of the sales that may
be made in this direction has been proven by
the new publications for. such purposes that are
constantly being released, all of which have a
good sale. More are being published at fre-
quent intervals and we may be sure that the
market is quite large or there would not be a
continuance of releases of what, after all, re-
quires initial, large expenditures, time, thought
and attention in gathering and arranging mate-
rial worth while and of a salable character.
Most of the literature for mail-order business
comes to the dealer without cost. It carries
his imprint and everything is done to encourage
the opening of business in that direction. Such
houses as the Oliver Ditson Co. and the H. F.
Wood Music Co., among others, go a long way
to encourage the dealer activities in this direc-
tion. Return privileges are accorded on mate-
rial for schools, colleges, teachers, etc. The
placing of selections before prospective pur-
chasers allows for reasonable time for the com-
positions and other matter to be gone over
thoroughly.
The dealer who contemplates enlarging his
activities in this direction will find the utmost
•co-operation from the publishers. A resume of
some of the plans of the Oliver H. Ditson Co.
to care for the dealer's needs, protect his ter-
ritory and assure him of an enlargement of his
business, is one of those outstanding co-opera-
tive moves that should be given the attention of
every dealer. In this case the publisher has
cut down the production of new issues 60 per
cent. All of its circulars, catalogs and adver-
tisements carry the printed notice: "Order of
your local dealer." Orders received from deal-
ers' territory are referred to the retailer and
many other progressive moves have been incor-
porated in these dealer co-operative plans.
The dealer, therefore, will find practically all
the publishers with him in his efforts to increase
his business, and any one of them will be glad
to outline details of mail-order plans to enlarge
his activities.
Increased volume will bring down overhead,
and mail-order business is one of the biggest
factors assuring additional sales. It is partic-
ularly important because it not only means more
profits, but gives the dealer an added impor-
tance in his community and indirectly will re-
sult in business from other directions. He will
be particularly fortunate if he carries every-
thing in music, as his mail-order activities on
any one line will redound to the benefit of his
establishment as a whole.
Zez Gonfrey Signed by
Jack Mills Exclusively
All Compositions of Well-known Pianist Will
Hereafter Be Published by That House-
Widely Known Recording Artist
Zez Confrey, one of- America's outstanding
pianists and composers, has been signed to write
exclusively for Jack Mills, Inc.
Mr. Confrey is best known for his famous
piano novelty, "Kitten on the Keys," which,
to many musicians, has signalized the advent
SONGS THAT SELL
Sittin' in a Corner
That Old Gang of Mine
Indiana Moon
Lovey Came Back
I Love the Girl Who Kisses
If the Rest of the World Don't Want You
(Go Back to Mother and Dad)
You
If I Can't Get the Sweetie 1 Want
Tell All the Folks in Kentucky (I'm
Comin' Home)
Love (My Heart Is Calling You)
I Love My Chili Bom Bom
Dancin' Dan
Oh, Baby Don't Say "No"; Say "Maybe"
Don't Forget to Remember
When You Walked Out, Someone Else
Walked Right In
Roamin' to Wyomin'
Since When (Have You Been Low Down-
ing Me)
Forgetful Blues
Universal Dance Folio
Special Edition for 1924
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Tell Me a Bedtime Story
Learn to Do the Strut
Climbing Up the Scale
One Girl
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
Do Re Mi
Urn,
Urn, Da, Da
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
of a new era in pianistic compositions. His
other novelties, "Greenwich Witch," "You Tell
'Em, Ivories," "Coaxing the Piano," "My Pet"
and "Poor Buttermilk," have won him addi-
tional popularity. All of these numbers have
been published by the Mills concern under
the title of "Zez Confrey's Modern Course in
Novelty Piano Playing," which, altogether, car-
ries a fifty-page explanation of many of his
recording secrets. The book has been endorsed
by such important and well-known pianists as
Lee S. Roberts, Pete Wendling, Victor Arden,
Max Kortlander, Phil Ohman and others.
Zez Confrey, through his aforementioned
compositions and his recordings for Victor rec-
ords, as well as on the Q R S rolls, has won
many admirers. His new publisher will shortly
announce several new compositions which are
now in the course of preparation and which
bid fair to be widely popular.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
JANUARY 12, 1924
THE
MUSIC TRADE
45
REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Decreasing the Dealer's Overhead by
Increasing His Volume of Music Sales
A Few Neglected Fields for Sales Which Can Be Cultivated With Profit by the Average Dealer
With a Sheet Music Department—The Part Which Mail-order Business Can Play
A COMPILATION of figures gathered by
•**• the National Association of Sheet Music
Dealers some time ago upon the cost of operat-
ing sheet-music departments or stores showed
the cost of doing business in this direction to
be generally well over 35 per cent. This is
much higher than the average cost of retail
activities in other lines. The particular prob-
lems, the volume and diversity of merchandise
handled by the sheet-music dealer, naturally
account for this difference and, no matter how
large the turnover, undoubtedly the costs will
always be somewhat larger than in other lines
of retail merchandising.
During the past two years, with music pub-
lishers' co-operation, an effort has been made
through discounts to give the dealer a larger
profit. With all the progress made in this direc-
tion the cost of doing business is necessarily
still large and really the only healthy and per-
manent reduction can be obtained by an in-
creased volume of sales.
Most of the legitimate dealers have made and
are making efforts to corral as much of the
local business as is possible. There are, how-
ever, some additional avenues of profit which
can stand and, indeed, require more intensive
cultivation. Particularly is this true of the
mail-order business. A development in this
direction not only means additional business,
added clientele and prestige, but also is an insur-
ance against encroachments by either new or
competitive dealers or publishers.
Mail-order business should be from 25 to 50
per cent of the dealer's business. The pos-
sibilities in this direction are very large as has
been proven by many successful dealers, by
one or two large publishers and by any number
of small publishing houses.
A city, county and State list of music pur-
chasers for the home, school and conservatory,
teacher and student, and others should be the
most valuable adjunct to the dealer's business.
A good many dealer lists stop at the teacher,
school and conservatory. The addition of a
student list alone should assure a fair addition
to the volume of business. A list of the owners
of pianos and other musical instruments is also
valuable.
Many dealers who sell small goods, ukuleles,
banjos and saxophones make no record of the
addresses of such purchasers. This should not
happen. The number of compositions and the
number of folios and books issued for these
particular instruments make such a list quite
valuable.
Not only should the dealer have a list of the
purchasers from his store of small instruments,
but he should gather the names of all the own-
ers of such instruments. In the case of folios
for the saxophone, banjo, tenor-banjo and
ukulele and other such instruments, it is pos-
sible for the dealer to create a sale among
owners without an investment until the goods
are ordered. The publishers' literature on the
release of new books or folios exclusively for
such instruments makes it possible for the
dealer to forward such material, together with
a sales letter, promising deliveries at specific
rates. In this manner the amount of books
needed can be ordered from the publisher on
the strength of the gathered orders and with-
out the necessity of stocking any volume of
such goods. It has been estimated that there
is a saxophone manufactured every minute.
These are all sold, too, and are not put in stor-
age. So the field is constantly widening.
Another demonstration of the sales that may
be made in this direction has been proven by
the new publications for. such purposes that are
constantly being released, all of which have a
good sale. More are being published at fre-
quent intervals and we may be sure that the
market is quite large or there would not be a
continuance of releases of what, after all, re-
quires initial, large expenditures, time, thought
and attention in gathering and arranging mate-
rial worth while and of a salable character.
Most of the literature for mail-order business
comes to the dealer without cost. It carries
his imprint and everything is done to encourage
the opening of business in that direction. Such
houses as the Oliver Ditson Co. and the H. F.
Wood Music Co., among others, go a long way
to encourage the dealer activities in this direc-
tion. Return privileges are accorded on mate-
rial for schools, colleges, teachers, etc. The
placing of selections before prospective pur-
chasers allows for reasonable time for the com-
positions and other matter to be gone over
thoroughly.
The dealer who contemplates enlarging his
activities in this direction will find the utmost
•co-operation from the publishers. A resume of
some of the plans of the Oliver H. Ditson Co.
to care for the dealer's needs, protect his ter-
ritory and assure him of an enlargement of his
business, is one of those outstanding co-opera-
tive moves that should be given the attention of
every dealer. In this case the publisher has
cut down the production of new issues 60 per
cent. All of its circulars, catalogs and adver-
tisements carry the printed notice: "Order of
your local dealer." Orders received from deal-
ers' territory are referred to the retailer and
many other progressive moves have been incor-
porated in these dealer co-operative plans.
The dealer, therefore, will find practically all
the publishers with him in his efforts to increase
his business, and any one of them will be glad
to outline details of mail-order plans to enlarge
his activities.
Increased volume will bring down overhead,
and mail-order business is one of the biggest
factors assuring additional sales. It is partic-
ularly important because it not only means more
profits, but gives the dealer an added impor-
tance in his community and indirectly will re-
sult in business from other directions. He will
be particularly fortunate if he carries every-
thing in music, as his mail-order activities on
any one line will redound to the benefit of his
establishment as a whole.
Zez Gonfrey Signed by
Jack Mills Exclusively
All Compositions of Well-known Pianist Will
Hereafter Be Published by That House-
Widely Known Recording Artist
Zez Confrey, one of- America's outstanding
pianists and composers, has been signed to write
exclusively for Jack Mills, Inc.
Mr. Confrey is best known for his famous
piano novelty, "Kitten on the Keys," which,
to many musicians, has signalized the advent
SONGS THAT SELL
Sittin' in a Corner
That Old Gang of Mine
Indiana Moon
Lovey Came Back
I Love the Girl Who Kisses
If the Rest of the World Don't Want You
(Go Back to Mother and Dad)
You
If I Can't Get the Sweetie 1 Want
Tell All the Folks in Kentucky (I'm
Comin' Home)
Love (My Heart Is Calling You)
I Love My Chili Bom Bom
Dancin' Dan
Oh, Baby Don't Say "No"; Say "Maybe"
Don't Forget to Remember
When You Walked Out, Someone Else
Walked Right In
Roamin' to Wyomin'
Since When (Have You Been Low Down-
ing Me)
Forgetful Blues
Universal Dance Folio
Special Edition for 1924
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Tell Me a Bedtime Story
Learn to Do the Strut
Climbing Up the Scale
One Girl
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
Do Re Mi
Urn,
Urn, Da, Da
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
of a new era in pianistic compositions. His
other novelties, "Greenwich Witch," "You Tell
'Em, Ivories," "Coaxing the Piano," "My Pet"
and "Poor Buttermilk," have won him addi-
tional popularity. All of these numbers have
been published by the Mills concern under
the title of "Zez Confrey's Modern Course in
Novelty Piano Playing," which, altogether, car-
ries a fifty-page explanation of many of his
recording secrets. The book has been endorsed
by such important and well-known pianists as
Lee S. Roberts, Pete Wendling, Victor Arden,
Max Kortlander, Phil Ohman and others.
Zez Confrey, through his aforementioned
compositions and his recordings for Victor rec-
ords, as well as on the Q R S rolls, has won
many admirers. His new publisher will shortly
announce several new compositions which are
now in the course of preparation and which
bid fair to be widely popular.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Future scanning projects are planned by the International Arcade Museum Library (IAML).