Music Trade Review
Issue: 1925 Vol. 80 N. 24 - Page 106
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
102
THE
MUSIC TRADE REVIEW
JUNE 13, 1925
Convention of the National Association of Sheet Music Dealers
I know of no line of merchandise which af-
fords as many avenues for advertising as the
sheet music merchant commands. Bands play
in your parks, orchestras in your public halls;
there is music in the homes; the better known
artists come to your town; the principal hotels
SONGS THAT SELL
—
When You and 1 Were Seventeen
Yearning
Oh, How I Miss You Tonight
Ukulele Lady
Oh, Mabel
All Alone
Listening
Show Me the Way
All Aboard (or Heaven
Please Be Good to My Old Girl
Hot Tamale Molly
My Sweetie Turned Me Down
One Night Like This
Marie, Marie, Marie
What'll 1 Do?
Suite Sixteen
Summer Nights
—
—
BOOKS THAT SELL
~x~
—
STRUM IT WITH CRUMIT—Songs for
Ukulele
T1DDLE DE UKES — Comic Songs (or
the Ukulele
Universal Dance Folio No. 9 (New)
Peterson's Ukulele Method
World's Favorite Songs
4th MUSIC BOX REVUE, 1925
In the Shade of a Sheltering Tree
Tell Her in the Springtime
Ioltio Blues
DIXIE TO BROADWAY
Mandy, Make Up Your Mind
Dixie Dreams
Hits from TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
have music at meal hours. In every instance,
they are presenting to the public in attractive
form the merchandise you have to offer. Why
not devise means to present your goods before
this same public? Tell the name of the publica-
tion, its price, and where it can be procured.
Circularizing is tremendously successful in
reaching the distant public, and in this you give
the merits of the publication and the price. The
public is not prone to purchase music simply
on the strength of the title. It requires more
than the title, and this is your opportunity to
say something of the composer, the artist or
organization using the number.
A music store properly conducted in a thriv-
ing community is more or less a bureau of mu-
sical information, and each member of your or-
ganization should be conversant with what is
going on locally and nationally in music.
The fundamental principles for the advertis-
ing of music are the same as for any other line
of merchandise, and may be governed as fol-
lows:
Make it a point to carry in stock the goods
your public desires, thereby placing yourself
in a position to fill the demand.
Do not make a practice of advertising mer-
chandise you do not have, for nothing is more
discouraging to the buyer than to be told con-
tinuously "that number is out of stock."
Do not be afraid in advertising to state the
price, insist upon truth in all your copy, for
the dealer who has the goods the trade desires
priced within reason, and who brings these
goods through advertising to the attention of
the public, will reap the benefits.
As drops of water will in time wear away the
huge stone, so will persistent, clean, concen-
trated efforts along right lines eventually win
out for the dealer.
One of the greatest pitfalls, 1 believe, which
cause failure in the beginning, is due to im-
patience. A dealer slocks a shop, endeavors
to create sales, becomes discouraged and then
cuts prices. This weakens his entire sales argu-
ment, cripples him financially so he is not able
to use advertising, and the rest is too sad to
relate. His neighbor goes on in the even tenor
of his way, pursuing the tactics before men-
tioned, and becomes a leader musically and is
rewarded with his good share of patronage.
Confidence of your public is your greatest ad-
vertisement. How will you enjoy this if the
public finds you have one price for one and a
lower price for another? Mark every piece of
music and books, when they enter your house,
with a fair price at which they are to be sold
to ea'ch and every customer, otherwise you are
not fair to your public, and one disgruntled,
overcharged customer can do you more harm
than a dozen friends can rectify.
If the largest and most reputable piano
houses where merchandise sales run into many
thousands of dollars can conduct their business
along a one-price system, it can surely be done
with other merchandise, and you thereby keep
faith with your trade.
Avoid all deception in advertising, pursue the
methods given above, and that cannot spell
other than success.
Do Sheet Music Dealers Secure Their
Proper Share of Popular Music Sales
J. Edgar Robinson
gamble to buy a quantity of even the surest hits
since the cost of most of them is as high or
T HAVE been requested by our president to higher than standard music. Also, the loss sus-
prepare a paper on the subject of "Popular
tained by the most discriminate is certain to be
Music," which, to my mind, is unfortunately as-
a large one, however careful he may be, owing
signed since I have never made a study of mer- to the uncertainty of the life of the present-day
chandising the type of literature known as pop- popular song.
ular music.
It cannot help but be observed how a number
However, I am well aware that it is an im- of the heretofore popular publishers have
portant branch of the sheet music industry, partly deserted their original objects and are
viewed from the standpoint of the amount con- rapidly standardizing their output. The entry
sumed by the public. A great deal of money
of much jazz music has brought about its usual
must be made or lost in its supply. That much supply of mushroom concerns, bent entirely on
seems certain. I-suppose the task our president
putting over hits regardless of the ethics of
had in mind for me is to define the connection
business. From such the legitimate music mer-
that popular music has to the legitimate music
chant need expect little regularity or comfort.
dealer. For my part I think it has very little. To compete with such concerns many of our
Its main place seems to be in the chain stores,
standard publishers, who are still getting out
lobbies of theatres and on the counters of the
a fair share of the hits of to-day, have had a
popular publishers' agents. Owing to the short
little difficulty in serving the interests of the
life of most of the popular hits of this day, it is dealer and the cause of popular music at the
next to impossible to purchase popular music same time. While iron clad in regard to their
with any degree of safety. It seems like a wild
standard lines, popular music, according to their
Making Business a Pleasure!
That's what we all try to do when we go to a con-
vention.
How about the rest of the year?
One of the surest routes to pleasure in business is
via the CARL FISCHER TRADE OFFERS; the
latest of these is ready right now and if you haven't
your copy you should have.
These TRADE OFFERS arc planned from the
dealer's viewpoint. Only the best-selling prints are
featured and at greatly reduced prices.
Write us today for your copy.
CARL FISCHER, INC.
COOPER SQUARE, NEW YORK CITY
" E very thing in Music'*
CARL FISCHER, Inc.
MUSIC -
MUSICAL INSTRUMENTS
102
THE
MUSIC TRADE REVIEW
JUNE 13, 1925
Convention of the National Association of Sheet Music Dealers
I know of no line of merchandise which af-
fords as many avenues for advertising as the
sheet music merchant commands. Bands play
in your parks, orchestras in your public halls;
there is music in the homes; the better known
artists come to your town; the principal hotels
SONGS THAT SELL
—
When You and 1 Were Seventeen
Yearning
Oh, How I Miss You Tonight
Ukulele Lady
Oh, Mabel
All Alone
Listening
Show Me the Way
All Aboard (or Heaven
Please Be Good to My Old Girl
Hot Tamale Molly
My Sweetie Turned Me Down
One Night Like This
Marie, Marie, Marie
What'll 1 Do?
Suite Sixteen
Summer Nights
—
—
BOOKS THAT SELL
~x~
—
STRUM IT WITH CRUMIT—Songs for
Ukulele
T1DDLE DE UKES — Comic Songs (or
the Ukulele
Universal Dance Folio No. 9 (New)
Peterson's Ukulele Method
World's Favorite Songs
4th MUSIC BOX REVUE, 1925
In the Shade of a Sheltering Tree
Tell Her in the Springtime
Ioltio Blues
DIXIE TO BROADWAY
Mandy, Make Up Your Mind
Dixie Dreams
Hits from TOPSY and EVA
Rememb'ring
1 Never Had a Mammy
IRVING BERLIN, Inc.
1607 Broadway, New York
have music at meal hours. In every instance,
they are presenting to the public in attractive
form the merchandise you have to offer. Why
not devise means to present your goods before
this same public? Tell the name of the publica-
tion, its price, and where it can be procured.
Circularizing is tremendously successful in
reaching the distant public, and in this you give
the merits of the publication and the price. The
public is not prone to purchase music simply
on the strength of the title. It requires more
than the title, and this is your opportunity to
say something of the composer, the artist or
organization using the number.
A music store properly conducted in a thriv-
ing community is more or less a bureau of mu-
sical information, and each member of your or-
ganization should be conversant with what is
going on locally and nationally in music.
The fundamental principles for the advertis-
ing of music are the same as for any other line
of merchandise, and may be governed as fol-
lows:
Make it a point to carry in stock the goods
your public desires, thereby placing yourself
in a position to fill the demand.
Do not make a practice of advertising mer-
chandise you do not have, for nothing is more
discouraging to the buyer than to be told con-
tinuously "that number is out of stock."
Do not be afraid in advertising to state the
price, insist upon truth in all your copy, for
the dealer who has the goods the trade desires
priced within reason, and who brings these
goods through advertising to the attention of
the public, will reap the benefits.
As drops of water will in time wear away the
huge stone, so will persistent, clean, concen-
trated efforts along right lines eventually win
out for the dealer.
One of the greatest pitfalls, 1 believe, which
cause failure in the beginning, is due to im-
patience. A dealer slocks a shop, endeavors
to create sales, becomes discouraged and then
cuts prices. This weakens his entire sales argu-
ment, cripples him financially so he is not able
to use advertising, and the rest is too sad to
relate. His neighbor goes on in the even tenor
of his way, pursuing the tactics before men-
tioned, and becomes a leader musically and is
rewarded with his good share of patronage.
Confidence of your public is your greatest ad-
vertisement. How will you enjoy this if the
public finds you have one price for one and a
lower price for another? Mark every piece of
music and books, when they enter your house,
with a fair price at which they are to be sold
to ea'ch and every customer, otherwise you are
not fair to your public, and one disgruntled,
overcharged customer can do you more harm
than a dozen friends can rectify.
If the largest and most reputable piano
houses where merchandise sales run into many
thousands of dollars can conduct their business
along a one-price system, it can surely be done
with other merchandise, and you thereby keep
faith with your trade.
Avoid all deception in advertising, pursue the
methods given above, and that cannot spell
other than success.
Do Sheet Music Dealers Secure Their
Proper Share of Popular Music Sales
J. Edgar Robinson
gamble to buy a quantity of even the surest hits
since the cost of most of them is as high or
T HAVE been requested by our president to higher than standard music. Also, the loss sus-
prepare a paper on the subject of "Popular
tained by the most discriminate is certain to be
Music," which, to my mind, is unfortunately as-
a large one, however careful he may be, owing
signed since I have never made a study of mer- to the uncertainty of the life of the present-day
chandising the type of literature known as pop- popular song.
ular music.
It cannot help but be observed how a number
However, I am well aware that it is an im- of the heretofore popular publishers have
portant branch of the sheet music industry, partly deserted their original objects and are
viewed from the standpoint of the amount con- rapidly standardizing their output. The entry
sumed by the public. A great deal of money
of much jazz music has brought about its usual
must be made or lost in its supply. That much supply of mushroom concerns, bent entirely on
seems certain. I-suppose the task our president
putting over hits regardless of the ethics of
had in mind for me is to define the connection
business. From such the legitimate music mer-
that popular music has to the legitimate music
chant need expect little regularity or comfort.
dealer. For my part I think it has very little. To compete with such concerns many of our
Its main place seems to be in the chain stores,
standard publishers, who are still getting out
lobbies of theatres and on the counters of the
a fair share of the hits of to-day, have had a
popular publishers' agents. Owing to the short
little difficulty in serving the interests of the
life of most of the popular hits of this day, it is dealer and the cause of popular music at the
next to impossible to purchase popular music same time. While iron clad in regard to their
with any degree of safety. It seems like a wild
standard lines, popular music, according to their
Making Business a Pleasure!
That's what we all try to do when we go to a con-
vention.
How about the rest of the year?
One of the surest routes to pleasure in business is
via the CARL FISCHER TRADE OFFERS; the
latest of these is ready right now and if you haven't
your copy you should have.
These TRADE OFFERS arc planned from the
dealer's viewpoint. Only the best-selling prints are
featured and at greatly reduced prices.
Write us today for your copy.
CARL FISCHER, INC.
COOPER SQUARE, NEW YORK CITY
" E very thing in Music'*
CARL FISCHER, Inc.
MUSIC -
MUSICAL INSTRUMENTS
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