Music Trade Review

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MAY 21, 1927
The Music Trade Review
Augustus Thomas will pay tribute to Victor
Herbert's memory. Among the artists already
scheduled to take part arc John Philip Sousa,
Paul Whiteman, Caroline Andrews, Koxy, Ray-
Music Advertising and Exploitation All Very mond Hubbell, and an orchestra under the di-
Well, but Closing Not So Good as It rection of Louis Edlin and the Russian Cathe-
dral Choir.
Should Be
It is most fitting at this time to reproduce a
There is much comment in both the standard photograph of the bronze bust of Victor Her-
and popular music publishing fields on the value bert by the noted sculptor, A. Drexel Jacobson,
of advertising. Seemingly both branches of the presented to the American Society of Compos-
industry receive considerable publicity, but with ers, Authors and Publishers, of which Victor
all of this there are no decided gains in volume Herbert was a founder and officer, and which
of business. This should not be so and is the sets in an imposing position in the directors'
room of that society.
cause of the comment.
Heretofore it was a generally accepted theory
that the music publishing business was in itself
a direct advertising business, that is to say that
the rendering of a song, vocally or instru
mentally by orchestras or otherwise, served to
present a product in the most direct way pos- Concern Which Has Taken Over Direction of
sible and at the same time appeal to the sev-
Editions Musicales Sam Fox Is One of Larg-
eral senses of the hearers. This is still true.
est Musical Instrument Makers in World
Furthermore, songs to-day are presented more
widely than ever before and should reap a larger
PARIS, FRANCE, May 14.—Couesnon & Cie, one
market. That they do appeal to such an en- of the largest musical instrument manufacturing
larged market is hardly to be questioned, but the companies in the world, which recently spon-
weakness of the whole program seemingly is sored an American publishing organization,
that the sales are not closed. How, then, to Editions Musicales Sam Fox, and has since
continue present methods with its intensive taken over the direction of this business, has
presentation of songs, and at the same time lure
into music stores those who have been sold on
these songs through hearing them, is the prob-
lem.
Songs to-day get unusual publicity and they
are of good average quality. It would appear
that they would have a larger sale if all of those
who were won over to these melodies were in-
duced to visit the music stores. This is the prob-
lem that is now receiving attention and doubt-
less a way will be found to enlarge the pur-
chasing clientele. Inasmuch as the songs are
well presented, and they do sell themselves,
there should be some simple method of clos-
ing the sale.
Closing the Sale
Needs Further Study
With Any FEIST Song'
V
Gouesnon & Gie Catalog
Enjoying Wide Market
LOVE IS JUST
A LITTLE BITJ
OF HEAYEr
by
A.L BRYAN
e-
ABEL
BAE.Pl.
"Try Your Music Store
First" Ditson Slogan
Publisher Making Special Campaign to Attract
Buyers to the Sheet Music Dealers
The Oliver Ditson Co. is making a special
campaign on the slogan "Try Your Music Store
First." Special stickers with this message are
available for Ditson dealers and in other ways
this slogan to lure customers into music stores
is taken advantage of. The Ditson Co. is spend-
ing considerable money in advancing the idea
and inasmuch as the carrying out of the supple-
mentary plans means increasing the volume of
sales in music stores, 100 per cent co-operation
.should be given by the trade.
While the above is of current character, it is
only one of a great number of sales service
ideas available for Ditson dealers. Practically
in all literature issued by the Oliver Ditson Co.,
messages appear stimulating interest in the local
music store.
Third Herbert Memorial
Program on May 25
Concert Under Direction of American Society of
Composers, Authors and Publishers to Be
Broadcast from WEAF
"
Jean Couesnon
found a ready market for this catalog. Of par-
ticular importance is the wealth of orchestra
music and the special material for cinema or-
chestras. This latter business is on the verge
of a great development, due to the fact that
cinema palaces here are making unusual prog-
ress similar to that found in other large coun-
tries.
Couesnon & Cie not only are one of the
largest manufacturers of brass and reed instru-
ments, but they practically make everything
needed in music. In addition they are distrib-
utors of Columbia phonograph products and
other internationally known musical gyods.
The head of Couesnon & Cie is Jean Coues-
non, who is widely known all over Europe.
E. M. Glidden Dies
Eddy M. Glidden, president of the Glidden-
Marsh Music Co., of Denver, Colo., died re-
The third annual memorial program for the cently at his home in that city. Mr. Glidden
late Victor Herbert, under the direction of the was for over thirty years road representative
American Society of Composers, Authors and for the White-Smith Music Co., of Boston,
Publishers, will be given at the Ritz-Carlton Mass. He organized the Denver business in
Hotel, New York City, on Wednesday evening, 1922. Mr. Glidden was born in Dorchester,
May 25, and will also be broadcast through Mass., in 1864, and received his early education
in that city.
station WEAF and associated stations.
The program is being prepared by Gene Buck,
president of the society, and the preliminary
Consult the Universal Want Directory of
plans show that many important artists will The Review. In it advertisements are inserted
appear before the microphone. Gene Buck and free of charge for men who desire positions.
LEO. FEIS^inc
FEIST BLDG.,
231-235 W. 40 th ST.,
NEW YORK