Music Trade Review
Issue: 1924 Vol. 78 N. 20 - Page 45
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MAY
17, 1924
45
THE MUSIC TRADE REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Necessity of Continued Exploitation
During the Spring and Summer Months
SONGS THAT SELL
What'll I Do? (New)
Proof of This Furnished by the Example of Leo Feist, Inc., Which, During April, Is Said to Have
Scored the Largest Gross in the History of That Publishing Organization
TN some publishing quarter? there is a hes- an analysis is made in each instance of the
itanty in the issuance of new songs, in carry- merit and possibility of the numbers included in
ing out exploitation campaigns, and going in that season's programs. In one or two instances
after business in a normal manner. In some popular houses, which had before that time been
instances, particularly popular houses, Spring included among the "big seven," became almost
activities have been withheld for later develop- unknown. Their numbers were hardly ever
ment. The result has been that the enterprising found on popular counters and the trade's co-
houses that have carried out their original plans operation with them was almost a thing of the
and their normal efforts are reporting excep- past.
tionally good business. This is the natural re-
The dealer is naturally interested in songs that
sult of having fewer entrants in the field and move. If trade is a little slow he must put his
making possible a quicker and wider response dependence on popular publishing houses that
on a more limited number of issues.
are continuing their activities on a wide scale.
Impressive proof of the value of continued The sales may be somewhat reduced in some
sales and publicity activities during the period instances, but customers will be lured into the
that is considered somewhat abnormal is store and there will be no necessity for the re-
shown by the report of Leo Feist, Inc., for the tailer to consider his place a morgue.
month of April. This, it is said, was the largest
Widespread activity is the thing, whether two
month in the history of the organization, the numbers are issued or twenty-two. If a pub-
sales figures soaring above those of the high lishing house thinks that getting some of the
mark of 1919. Of course, Feist has the largest outstanding talking machine record or player-
active catalog in its history, but all of these roll manufacturers to list his new numbers meets
numbers would mean nothing if they were not the needs of the situation, he will find he has a
properly exploited.
slow-moving catalog on his hands. In abnormal
Several other houses have exceptional sellers, periods every channel should be used in giving
including Berlin's two numbers, "What'll I Do?" a number publicity that would be covered in
and "Lazy," and the Shapiro, Bernstein & Co's more active periods. Some publishing houses
numbers, "Why Did I Kiss That Girl" and are laboring under the impression that radio
"Shine." Hearst Music Publishers of Canada, broadcasting carries the weight of responsibility
Ltd., also have several songs that are going in giving songs popularity in particular territory.
over strong, and one of the biggest campaigns This is not so and, where it has been tried on a
this house has ever arranged has been planned wide scale, the radio, if anything, gives the song
or. its newest success, "Bringing Home the too much publicity. Some of the songs that
Bacon."
have been credited to radio have been pro-
The history of popular music shows that in grammed nightly by the orchestras in the same
normal or abnormal periods meritorious songs, territory on dance floors and in the theatres.
properly exploited, will sell and sell in large vol- All of this was publicity in behalf of the num-
ume.
For the past few seasons Shapiro, Bern- ber and undoubtedly each contributed its share
stein & Co., Inc., have put over a Summer hit, in creating the demand. Radio is probably bet-
one of which probably created a new sales mark ter than no publicity at all. But there is no
for Summer songs which will stand for many
reason why the normal exploitation activities
years.
should not be carried out. In fact, those houses
Popular music can have ever so much poten- that arc continuing their activities of a year ago
tial sales value and have the widest of popular and supplementing them with radio exploitation
appeal, but without the instrumental and vocal where it is found feasible are giving the trade
rendition on a national scale the number will songs that move.
only appear mediocre in point of sales. There
Co-operation of the retailer will naturally be
are probably many numbers in catalogs through- extended to publishers who exploit their cat'
out the country that, with proper exploitation alogs. If the publisher withholds activities, nat-
methods, could become national hits. The point urally he cannot complain if the dealer does
is they can be exceptionally meritorious, but likewise.
without publicity remain almost unknown to the
general public.
Best Sellers in Portland
The latter part of 1920 and the early part of
PORTLAND, ORE., May 10.—"I'm Going South,"
1921, often referred to as the depression period,
carry some vital records to popular publishers "California, Here I Come" and "Since Ma Is
Playing Mah Jong," all Witmark numbers, were
who care to refer to them. All but a few houses
curtailed their new issues during that season. among the best sellers at the Seiberling-Lucas
Most of them took only halfway measures to Music Co., according to Maybelle Elliott, man-
exploit the few numbers selected for the sea- ager of the sheet music department. Mrs.
son's activities. The result was that two or Elliott also says that the new Irving Berlin
three publishers continued on the even tenor of
number "Lazy" is sure to go big. They have
their way with about, the usual or better volume a clever window display of the number and, ac-
of business. This is particularly impressive when
cording to William Fenton, the general man-
Lazy (New)
My Papa Doesn't Two-Time No Time
(New)
Mindin' My Bus'ness
Lovey Came Back
Oh, Baby (Don't Say No—Say Maybe)
If the Rest of the World Don't Want You
Cover Me Up With the Sunshine of
Virginia
Shanghai Lullaby
Driftwood
I Love My Chili-Bom-Bom
She's Everybody's Sweetheart
—
—
Indiana Moon
You
That Old Gang of Mine
What's Today Got to Do With Tomorrow?
Down Home Blues
Yawning
X Universal Dance Folio No. 7
Special Edition (Just Out)
Peterson's Ukulele Method
World's Favorite Songs
—
Lundin's Tenor Banjo Method
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Learn to Do the Strut
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
ager of the firm, the song is very seasonable
and gives them the opportunity to feature it in
connection with all musical merchandise that is
used in vacation time, including portable phono-
graphs, records, banjos, ukuleles, etc. The cen-
ter is a large reproduction of the title page of
the song; grass covers the floor of the window,
while Brunswick and Victor portables are con-
veniently placed with the invitation "Now is the
time to be lazy and invest in a Victor or Bruns-
wick portable." Copies of the song, Whiteman's
Victor record of the number, banjos, ukuleles
and player rolls attractively placed complete the
window.
-YOU CAN'T HELP FALLING IN LOVE WITH THIS NUMBER —
ITS WONDERFUL
IM FALLING IN LOVE WITH A SHADOW
Be First
With A Hearst
HEARST MUSIC PUBLISHERS OF CANADA IIMITFD
WALTZ
SONG
MAY
17, 1924
45
THE MUSIC TRADE REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Necessity of Continued Exploitation
During the Spring and Summer Months
SONGS THAT SELL
What'll I Do? (New)
Proof of This Furnished by the Example of Leo Feist, Inc., Which, During April, Is Said to Have
Scored the Largest Gross in the History of That Publishing Organization
TN some publishing quarter? there is a hes- an analysis is made in each instance of the
itanty in the issuance of new songs, in carry- merit and possibility of the numbers included in
ing out exploitation campaigns, and going in that season's programs. In one or two instances
after business in a normal manner. In some popular houses, which had before that time been
instances, particularly popular houses, Spring included among the "big seven," became almost
activities have been withheld for later develop- unknown. Their numbers were hardly ever
ment. The result has been that the enterprising found on popular counters and the trade's co-
houses that have carried out their original plans operation with them was almost a thing of the
and their normal efforts are reporting excep- past.
tionally good business. This is the natural re-
The dealer is naturally interested in songs that
sult of having fewer entrants in the field and move. If trade is a little slow he must put his
making possible a quicker and wider response dependence on popular publishing houses that
on a more limited number of issues.
are continuing their activities on a wide scale.
Impressive proof of the value of continued The sales may be somewhat reduced in some
sales and publicity activities during the period instances, but customers will be lured into the
that is considered somewhat abnormal is store and there will be no necessity for the re-
shown by the report of Leo Feist, Inc., for the tailer to consider his place a morgue.
month of April. This, it is said, was the largest
Widespread activity is the thing, whether two
month in the history of the organization, the numbers are issued or twenty-two. If a pub-
sales figures soaring above those of the high lishing house thinks that getting some of the
mark of 1919. Of course, Feist has the largest outstanding talking machine record or player-
active catalog in its history, but all of these roll manufacturers to list his new numbers meets
numbers would mean nothing if they were not the needs of the situation, he will find he has a
properly exploited.
slow-moving catalog on his hands. In abnormal
Several other houses have exceptional sellers, periods every channel should be used in giving
including Berlin's two numbers, "What'll I Do?" a number publicity that would be covered in
and "Lazy," and the Shapiro, Bernstein & Co's more active periods. Some publishing houses
numbers, "Why Did I Kiss That Girl" and are laboring under the impression that radio
"Shine." Hearst Music Publishers of Canada, broadcasting carries the weight of responsibility
Ltd., also have several songs that are going in giving songs popularity in particular territory.
over strong, and one of the biggest campaigns This is not so and, where it has been tried on a
this house has ever arranged has been planned wide scale, the radio, if anything, gives the song
or. its newest success, "Bringing Home the too much publicity. Some of the songs that
Bacon."
have been credited to radio have been pro-
The history of popular music shows that in grammed nightly by the orchestras in the same
normal or abnormal periods meritorious songs, territory on dance floors and in the theatres.
properly exploited, will sell and sell in large vol- All of this was publicity in behalf of the num-
ume.
For the past few seasons Shapiro, Bern- ber and undoubtedly each contributed its share
stein & Co., Inc., have put over a Summer hit, in creating the demand. Radio is probably bet-
one of which probably created a new sales mark ter than no publicity at all. But there is no
for Summer songs which will stand for many
reason why the normal exploitation activities
years.
should not be carried out. In fact, those houses
Popular music can have ever so much poten- that arc continuing their activities of a year ago
tial sales value and have the widest of popular and supplementing them with radio exploitation
appeal, but without the instrumental and vocal where it is found feasible are giving the trade
rendition on a national scale the number will songs that move.
only appear mediocre in point of sales. There
Co-operation of the retailer will naturally be
are probably many numbers in catalogs through- extended to publishers who exploit their cat'
out the country that, with proper exploitation alogs. If the publisher withholds activities, nat-
methods, could become national hits. The point urally he cannot complain if the dealer does
is they can be exceptionally meritorious, but likewise.
without publicity remain almost unknown to the
general public.
Best Sellers in Portland
The latter part of 1920 and the early part of
PORTLAND, ORE., May 10.—"I'm Going South,"
1921, often referred to as the depression period,
carry some vital records to popular publishers "California, Here I Come" and "Since Ma Is
Playing Mah Jong," all Witmark numbers, were
who care to refer to them. All but a few houses
curtailed their new issues during that season. among the best sellers at the Seiberling-Lucas
Most of them took only halfway measures to Music Co., according to Maybelle Elliott, man-
exploit the few numbers selected for the sea- ager of the sheet music department. Mrs.
son's activities. The result was that two or Elliott also says that the new Irving Berlin
three publishers continued on the even tenor of
number "Lazy" is sure to go big. They have
their way with about, the usual or better volume a clever window display of the number and, ac-
of business. This is particularly impressive when
cording to William Fenton, the general man-
Lazy (New)
My Papa Doesn't Two-Time No Time
(New)
Mindin' My Bus'ness
Lovey Came Back
Oh, Baby (Don't Say No—Say Maybe)
If the Rest of the World Don't Want You
Cover Me Up With the Sunshine of
Virginia
Shanghai Lullaby
Driftwood
I Love My Chili-Bom-Bom
She's Everybody's Sweetheart
—
—
Indiana Moon
You
That Old Gang of Mine
What's Today Got to Do With Tomorrow?
Down Home Blues
Yawning
X Universal Dance Folio No. 7
Special Edition (Just Out)
Peterson's Ukulele Method
World's Favorite Songs
—
Lundin's Tenor Banjo Method
Song Gems from Irving Berlin's Third Annual
MUSIC BOX REVUE
An Orange Grove in California
The Waltz of Long Ago
Little Butterfly
Learn to Do the Strut
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
ager of the firm, the song is very seasonable
and gives them the opportunity to feature it in
connection with all musical merchandise that is
used in vacation time, including portable phono-
graphs, records, banjos, ukuleles, etc. The cen-
ter is a large reproduction of the title page of
the song; grass covers the floor of the window,
while Brunswick and Victor portables are con-
veniently placed with the invitation "Now is the
time to be lazy and invest in a Victor or Bruns-
wick portable." Copies of the song, Whiteman's
Victor record of the number, banjos, ukuleles
and player rolls attractively placed complete the
window.
-YOU CAN'T HELP FALLING IN LOVE WITH THIS NUMBER —
ITS WONDERFUL
IM FALLING IN LOVE WITH A SHADOW
Be First
With A Hearst
HEARST MUSIC PUBLISHERS OF CANADA IIMITFD
WALTZ
SONG
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