Music Trade Review
Issue: 1924 Vol. 79 N. 23 - Page 54
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50
THE MUSIC TRADE REVIEW
DECEMBER 6,
1924
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
The Problem of Distribution in the
Field of Standard Music Publications
Weakest Spot at the Present Time Is the Lack of Coverage in the Smaller Cities and Towns
Which Reacts Directly Upon the Volume of Sales of These Numbers
(~\ N standard music there is seemingly a mini-
^^^ mum of outlets for the distribution of the
goods. This has long been recognized and, ow-
ing to the nature of the business with its wealth
of details, its diversified stocks and the atten-
tion necessary to make a store or a department
a success, the obstacle to enlarged distribution
has been looked upon as insurmountable.
There is, of course, much truth in the feeling
that is abroad in both retail and publishing cir-
cles, that it is well that there should be fewer
distribution points, each, however, equipped to
serve a musical clientele most advantageously.
There are a number of drawbacks to a more
widespread introduction of sales outlets but
with all of this there are many important rea-
sons why an increased distribution should be
furthered.
A quick analysis of the distribution problem
shows that the weakness at present is in the
coverage of the smaller cities and towns. The
dealer in. such localities speaks of the music
purchasers of his city as preferring to go to the
large center for their supplies. This, of course,
is encouraged by the dealer in the large cities.
The retailer in the trade centers is well equipped
to serve diversified musical tastes and has at
hand comprehensive catalogs meeting most
needs and is in a position to get further re-
quirements almost overnight.
There are towns throughout the United States
with a population as high as 10,000 the music
establishments of which encourage the musical
clientele of the locality to get their needs from
adjacent cities. In some instances, however,
outsiders opening up music stores have failed
to see good reason for encouraging purchases
outside the locality and in such cases there have
been profitable and successful openings of sheet
music departments.
This problem is a little greater than it appears
at first thought. In fact, besides publishers and
dealers, it should arouse the interest of the
piano manufacturer and all others who desire
to see the development of America musically.
Even the successful sheet music establishments
in the larger cities, if the case were properly
presented, could see the value to the country as
a whole and to their section in particular if
some of the smaller centers were covered more
advantageously for the distribution of music.
As it is musicians and musical enthusiasts in
the smaller localities now make their purchases
haphazardly. They make them after long de-
lays or until such time as it is possible to get
to the city. This, often results in the early en-
thusiasm for the particular type of music wan-
ing and a loss of sales and possibly some mu-
sical development that will hardly return later.
The sheet music establishment in the small
town can be and often is the source of much
pioneering work. It is the outpost of musical
propaganda and. development and if enough
centers in a given state were well covered and
the needs of various communities were supplied
promptly the progress of the state musically in
a period of years would be reflected in further
sales of musical literature and musical instru-
ments.
There are, of course, more piano stores in
smaller centers by far than there are sheet mu-
sic establishments or departments from which
publication needs may be procured. This un-
doubtedly will always be so. It does not neces-
sarily follow however that because musical in-
struments have a fair representation throughout
a given territory in small communities musical
development is being furthered. In fact, in
most instances it only means that musical
instruments are there to supply the demand
that has probably been created through some
source entirely outside of the retail establish-
ments which absorb the sales for pianos and
other instruments.
In figures given out by manufacturing as-
sociations, from the government and other
sources, the sales of pianos have repeatedly
been shown to be far below what should be the
general average for such a prosperous country.
If a further analysis of such sales were made
it would probably demonstrate that the weak-
ness in the distribution of pianos as well as
sheet music and other musical adjuncts is well
taken care of in the cities in the larger centers,
but that distribution fails to get other than the
minimum in the communities of a few thousand
population.
If such centers were covered better to the
advantage of the music industry and if efforts
were made to further musical progress in the
small community the bulk of sales when na-
tional figures were issued from the small cen-
ters might far exceed the consumption of the
cities.
"Music Box Revue"
Opens in New York
Fourth Annual Presentation Made and Meets
With Enthusiastic Press Comments in New
York Papers
The fourth annual opening of Irving Berlin's
"Music Box Revue" opened at the Music Box
on Monday night of this week. As is usual
the lyrics and music are by Irving Berlin. It
is produced by Sam H. Harris and Berlin and
staged by John Murray Anderson with two acts
and twenty-nine scenes.
The principals include Fannie Briee, Clark &
McCullough, Oscar Shaw, Grace Moore, Carl
Randall, Ula Sharon, Hal Sherman, Brox Sis-
ters, Joseph MacCauley, Frank Allworth, Run-
away Four, Bud and Jack Pearson, Wynne Bul-
lock, Claire Luce, Irving Rose and others. In-
deed an imposing list.
There are spectacular moments in this new
offering which produce some gorgeous effects.
Through it all, however, the business of the
show moves with precision and with novelties
deftly interspersed. Among these latter is a
scene which with a change of lights caused the
entire company to appear to be darkies. This
is accompanied with a levee scene in which is
introduced the song "Call of the South."
The other songs include "Tell Her in the
Spring Time," "Shade of a Sheltering Tree,"
"Listening," "Unlucky in Love," "Who," "Alice
in Wonderland," "Tokio Blues," "Don't Send
Me Back" and "Rock-A-Bye Baby."
All of the New York papers made favorable
comments on the new production. Some of
them were quite enthusiastic and the New York
Times critic closes his remarks with: "This re-
port should also include the fact that several of
SONGS THAT SELL
All Alone (New), by Irving Berlin
What'll I Do?
Charley, My Boy
Driftwood
When 1 was the Dandy and You Were
the Belle
Morning (Won't You Ever Come Round?)
1 Can't Get the One I Want
Seventeen (New)
Show Me the Way (New)
Take Me (New)
Get Yourself a Broom (New)
I Couldn't Get to It in Time (New)
—
—
Nobody's Child
Red Hot Mamma
She's Everybody's Sweetheart
Nobody Loves You Like I Do
TIDDLE DE UKES—' Comic Songs for
the Ukulele
Universal
Dance Folio No. 8
X Special 1925
Edition
Peterson's Ukulele Method
World's Favorite Songs
Lundin's Tenor Banjo Method
The Song Titles from Irving Berlin's Fourth Annual
MUSIC BOX REVUE
Are Now Ready
Tuneful Melodies from
DIXIE TO BROADWAY
Mandy, Make Up Your Mind
Dixie Dreams
I'm a Little Blackbird Looking '
for a Bluebird
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
Mr. Berlin's numbers, if not all of them, will be
sweeping the land before long. As for the rest,
it is a Revue that is at all times up to the
Music Box standard—which is a high one."
Irving Berlin, Inc., publishes the music.
New Rose Fox-Trot
PORTLAND, ORE., November 28.—The new fox-
trot written by Vincent Rose, "When We Are
Together," published by Sherman, Clay & Co.,
has made its appearance on the sheet music
counters of the local dealers and is destined,
according to the dealers, to rival his former
hits, "Linger Awhile" and "Love Tales," also
among the Sherman, Clay & Co. publications in
their catalog.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
50
THE MUSIC TRADE REVIEW
DECEMBER 6,
1924
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
The Problem of Distribution in the
Field of Standard Music Publications
Weakest Spot at the Present Time Is the Lack of Coverage in the Smaller Cities and Towns
Which Reacts Directly Upon the Volume of Sales of These Numbers
(~\ N standard music there is seemingly a mini-
^^^ mum of outlets for the distribution of the
goods. This has long been recognized and, ow-
ing to the nature of the business with its wealth
of details, its diversified stocks and the atten-
tion necessary to make a store or a department
a success, the obstacle to enlarged distribution
has been looked upon as insurmountable.
There is, of course, much truth in the feeling
that is abroad in both retail and publishing cir-
cles, that it is well that there should be fewer
distribution points, each, however, equipped to
serve a musical clientele most advantageously.
There are a number of drawbacks to a more
widespread introduction of sales outlets but
with all of this there are many important rea-
sons why an increased distribution should be
furthered.
A quick analysis of the distribution problem
shows that the weakness at present is in the
coverage of the smaller cities and towns. The
dealer in. such localities speaks of the music
purchasers of his city as preferring to go to the
large center for their supplies. This, of course,
is encouraged by the dealer in the large cities.
The retailer in the trade centers is well equipped
to serve diversified musical tastes and has at
hand comprehensive catalogs meeting most
needs and is in a position to get further re-
quirements almost overnight.
There are towns throughout the United States
with a population as high as 10,000 the music
establishments of which encourage the musical
clientele of the locality to get their needs from
adjacent cities. In some instances, however,
outsiders opening up music stores have failed
to see good reason for encouraging purchases
outside the locality and in such cases there have
been profitable and successful openings of sheet
music departments.
This problem is a little greater than it appears
at first thought. In fact, besides publishers and
dealers, it should arouse the interest of the
piano manufacturer and all others who desire
to see the development of America musically.
Even the successful sheet music establishments
in the larger cities, if the case were properly
presented, could see the value to the country as
a whole and to their section in particular if
some of the smaller centers were covered more
advantageously for the distribution of music.
As it is musicians and musical enthusiasts in
the smaller localities now make their purchases
haphazardly. They make them after long de-
lays or until such time as it is possible to get
to the city. This, often results in the early en-
thusiasm for the particular type of music wan-
ing and a loss of sales and possibly some mu-
sical development that will hardly return later.
The sheet music establishment in the small
town can be and often is the source of much
pioneering work. It is the outpost of musical
propaganda and. development and if enough
centers in a given state were well covered and
the needs of various communities were supplied
promptly the progress of the state musically in
a period of years would be reflected in further
sales of musical literature and musical instru-
ments.
There are, of course, more piano stores in
smaller centers by far than there are sheet mu-
sic establishments or departments from which
publication needs may be procured. This un-
doubtedly will always be so. It does not neces-
sarily follow however that because musical in-
struments have a fair representation throughout
a given territory in small communities musical
development is being furthered. In fact, in
most instances it only means that musical
instruments are there to supply the demand
that has probably been created through some
source entirely outside of the retail establish-
ments which absorb the sales for pianos and
other instruments.
In figures given out by manufacturing as-
sociations, from the government and other
sources, the sales of pianos have repeatedly
been shown to be far below what should be the
general average for such a prosperous country.
If a further analysis of such sales were made
it would probably demonstrate that the weak-
ness in the distribution of pianos as well as
sheet music and other musical adjuncts is well
taken care of in the cities in the larger centers,
but that distribution fails to get other than the
minimum in the communities of a few thousand
population.
If such centers were covered better to the
advantage of the music industry and if efforts
were made to further musical progress in the
small community the bulk of sales when na-
tional figures were issued from the small cen-
ters might far exceed the consumption of the
cities.
"Music Box Revue"
Opens in New York
Fourth Annual Presentation Made and Meets
With Enthusiastic Press Comments in New
York Papers
The fourth annual opening of Irving Berlin's
"Music Box Revue" opened at the Music Box
on Monday night of this week. As is usual
the lyrics and music are by Irving Berlin. It
is produced by Sam H. Harris and Berlin and
staged by John Murray Anderson with two acts
and twenty-nine scenes.
The principals include Fannie Briee, Clark &
McCullough, Oscar Shaw, Grace Moore, Carl
Randall, Ula Sharon, Hal Sherman, Brox Sis-
ters, Joseph MacCauley, Frank Allworth, Run-
away Four, Bud and Jack Pearson, Wynne Bul-
lock, Claire Luce, Irving Rose and others. In-
deed an imposing list.
There are spectacular moments in this new
offering which produce some gorgeous effects.
Through it all, however, the business of the
show moves with precision and with novelties
deftly interspersed. Among these latter is a
scene which with a change of lights caused the
entire company to appear to be darkies. This
is accompanied with a levee scene in which is
introduced the song "Call of the South."
The other songs include "Tell Her in the
Spring Time," "Shade of a Sheltering Tree,"
"Listening," "Unlucky in Love," "Who," "Alice
in Wonderland," "Tokio Blues," "Don't Send
Me Back" and "Rock-A-Bye Baby."
All of the New York papers made favorable
comments on the new production. Some of
them were quite enthusiastic and the New York
Times critic closes his remarks with: "This re-
port should also include the fact that several of
SONGS THAT SELL
All Alone (New), by Irving Berlin
What'll I Do?
Charley, My Boy
Driftwood
When 1 was the Dandy and You Were
the Belle
Morning (Won't You Ever Come Round?)
1 Can't Get the One I Want
Seventeen (New)
Show Me the Way (New)
Take Me (New)
Get Yourself a Broom (New)
I Couldn't Get to It in Time (New)
—
—
Nobody's Child
Red Hot Mamma
She's Everybody's Sweetheart
Nobody Loves You Like I Do
TIDDLE DE UKES—' Comic Songs for
the Ukulele
Universal
Dance Folio No. 8
X Special 1925
Edition
Peterson's Ukulele Method
World's Favorite Songs
Lundin's Tenor Banjo Method
The Song Titles from Irving Berlin's Fourth Annual
MUSIC BOX REVUE
Are Now Ready
Tuneful Melodies from
DIXIE TO BROADWAY
Mandy, Make Up Your Mind
Dixie Dreams
I'm a Little Blackbird Looking '
for a Bluebird
Outstanding Song Hits from
TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
Mr. Berlin's numbers, if not all of them, will be
sweeping the land before long. As for the rest,
it is a Revue that is at all times up to the
Music Box standard—which is a high one."
Irving Berlin, Inc., publishes the music.
New Rose Fox-Trot
PORTLAND, ORE., November 28.—The new fox-
trot written by Vincent Rose, "When We Are
Together," published by Sherman, Clay & Co.,
has made its appearance on the sheet music
counters of the local dealers and is destined,
according to the dealers, to rival his former
hits, "Linger Awhile" and "Love Tales," also
among the Sherman, Clay & Co. publications in
their catalog.
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).