Music Trade Review

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MARCH 1,
1924
THE
MUSIC TRADE
45
REVIEW
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Legitimate Sheet Music Dealer Ahead
of Syndicates in His Selling Methods
SONGS THAT SELL
Sittin' in a Corner
That Old Gang of Mine
Indiana Moon
Lovey Came Back
An Example in the Recent Featuring of the Feist Number "I Love You" by Lyon & Healy, Inc.,
of Chicago—Legitimate Dealer Gets Volume Through Carrying Many Numbers
' I * HERE arc some people closely connected
with the popular music publishing industry
who just seem to be "alive with ideas," and
who labor under the impression that the way
to increase the sales of sheet music in the
store of the legitimate dealer is to describe
for him the methods of syndicate stores. Of
course, they should know better mainly because
to our notice by the great firm of Lyon & Healy,
Inc., which does a tremendous volume of busi-
ness in sheet music and books of all kinds for
the teacher and student, as well as operating one
of the most successful popular sheet music de-
partments in the country. In this instance, as
well as in many others throughout the course
of the year, Lyon & Healy, Inc., featured a
—
You
Mindin' My Bus'ness
Dancin' Dan
Cover Me Up With the Sunshine of
Virginia
If th*e Rest of the World Don't Want You
(Go Back to Mother and Dad)
If I Can't Get the Sweetie I Want
I Love the Girl Who Kisses
Tell All the Folks in Kentucky (I'm
Comin' Home)
I Love My Chili Bom Bom
Love (My Heart Is Calling You)
Oh, Baby! (Don't Say "No"; Say "Maybe")
Don't Forget to Remember
Roamin' to Wyomin'
Since When (Have You Been Low-down-
ing Me)
Forgetful Blues
Why Should I Give My Love to You?
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
Lyon & Healy, Inc., Feature "I Love You"
a great many of the ideas used by syndicate single song in its window and on its counters in
stores are not adaptable, at least in the same a manner that placed the methods beyond com-
form, to the store of a high-class retail music parison with those of the ordinary merchandis-
ing style used by syndicate stores. The number
merchant.
As a matter of fact, the successful and legiti- selected was the Leo Feist, Inc., song and dance
mate sheet music dealer, when he gives thought success, "I Love You." This number, which
and attention to constructive measures, that quickly achieved national popularity, was used
create sales for popular sheet music, is far, effectively as a lure to bring customers to the
very far in advance in his methods in com- music counter during the Valentine Day season.
parison with those used by the syndicate stores. Not only were the methods pursued the
A case in point has recently been brought means of adding to the sales of the sheet music
department, but those of this particular number
were considerably increased by the activity of
this number.
Besides featuring the number in the sheet
music department proper, a full window display,
artistically presenting the title of "I Love You,"
in Valentine form, was a means used to attract
attention. A reproduction of this artistic win-
dow is herewith shown. The Valentine "I Love
You" setting in the center, a few copies of
the music, several Victor records of the number,
(Metzger-Wright)
two Victor machines complete the window.
This special showing, which, considering the
title and setting was most appropriate, was
(Metzger-Wright)
viewed by thousands of people and created
widespread comment, all of which proves that
by and large the legitimate sheet music dealer
(Clifford)
uses better sales methods in all seasons than
those dominating the syndicate activities.
Another point which should be borne in mind
is the fact that, in addition to featuring single
(Rosey)
titles as outlined above, the legitimate sheet
Order Through Jobber or Direct
music dealer carries not only all the hits, but
the second best numbers from all the catalogs.
In fact, prospective purchasers can obtain any
particular issue so long as it is in print. On
Publishers
the other hand, the syndicate store confines its
New York City
activities only to hits and, of course, in sonie
School, Lodge and
Gymnasium Marches
March Victorious
Pacific Patrol
Reliance March
Victorious Eagle
Hinds, Hayden & Eldredge, Inc.
Climbing Up the Scale
One Girl
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
Do Re Mi
—
Urn Um Da Da
I Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
instances its sales on an individual number may
be somewhat larger than those of a legitimate
dealer in the same city. But the more progres-
sive sheet music retailer, I,yon & Healy, Inc.,
for instance, when it comes to volume on en-
tire catalogs, will far outstrip such competitors
in sales.
This is all very important, inasmuch as it is
doubtful whether it would be possible for the
popular publisher to continue in business if
his outlets were all confined to those distribu-
tors who arc only interested in selling hits,
and have neither the desire nor the facilities
to do something for either mediocre issues or
those which are just budding possibilities.
The dealer who carries a wide variety of
numbers inevitably provides a bigger outlet than
the one who concentrates on a few of the more
popular sellers, those which have already been
made by means of heavy exploitation on the
part of the publisher. The syndicate cannot be
held up to the dealer as a pattern on which to
base his selling policies, for the latter is ahead
of it.