The talking machine world (Jan-June 1928)

LE\NIN<BWORLMIIBI Artists, Theatres, Radio Stations and Dealer Tie Up With Irving Berlin Week "Together We Two" and "The Song Is Ended (But the Melody Lingers On)" Featured During Week From Coast to Coast — Dealers Feature Numbers in Window Displays The week of January 14 to 21 was designated by Irving Berlin, Inc., as its special Irving Berlin Week, and every factor and every avenue How McCrory's Featured Hits of exploitation was used during that period to bring before the public the products of the Berlin organization with Mr. Berlin's two latest songs, "Together We Two" and "The Song Is Ended (But the Melody Lingers on)" as the numbers especially featured. During the week a tie-up was effected with practically every leading theatre, motion picture house, dance orchestra, singer, vaudeville act and radio station from coast to coast, and the Berlin hits were played and sung by almost every possible combination. Talking machine record companies took ad vantage of the unusual tie-up to prepare and supply their dealers with window display material stressing the two Berlin numbers, and that the dealers were only too willing and anxious to co-operate was evidenced by the large number of photographs which have been received at the Berlin headquarters in NewYork. The Columbia Phonograph Co. paid especial tribute to Irving Berlin by broadcasting during the Columbia Hour on January 20 a solid sixty minutes of compositions by Mr. Berlin. This hour of music was broadcast from station WOR, Newark, N. J., and linked up with this station were the other sixteen stations which comprise the nation-wide network of the Columbia Broadcasting System. The program started with an instrumental presenta tion of "Alexander's Ragtime Band" and included all of the biggest Berlin hits, such as "Oh, How I Hate to Get Up in the Morning," "Everybody Step," "Say It With Music," "Blue Skies" and many others, concluding with the late compositions, "Together We Two" and "The Song Is Ended (But the Melody Lingers on)." The above example is typical of the splendid co-operation accorded by the radio broadcasting stations. Dancing and singing acts in the vaudeville and motion picture houses throughout the country were similarly disposed to put their best efforts forward to bring to everyone of the listening public the current Berlin offerings. The branch offices of Irving Berlin, Inc., are enthusiastic in their reports of the manner in which sheet music dealers tied up with the exploitation and display material put forward by the publishing house. On this page are reproduced three photographs of displays seen in the windows of McCrory's store, No. 63, H. A. Silver's Special Berlin Display Weymann & Sons and Silver's. In each instance "The Song Is Ended (But the Melody Lingers on)" and "Together We Two" are shown with copies of the sheet music pictured in attractive settings. In practically every instance the dealers used talking machine records of the two featured numbers to add to the effectiveness of their displays. The results of the week's campaign in sales of sheet music should bring home to every dealer the benefits which can be secured from steady consistent efforts and individual tie-ups with local exploitation. It is not necessary that such an event be national in character for the dealer to secure profits from it. Every week in every city and town the local theatres feature several numbers either by the movie-house organist or by the headliner at the vaudeville theatre, whether singer or orchestra, yet dealers wait until the publisher prepares a campaign before their start to realize on what are advantages every day of the 365 days of the year. WE I*0 -outlier H. A. Weymann Window Display Use your window displays every day. Change them frequently. Tie up with visiting artists. Put photographs of visiting musicians in your windows and when featuring records either in your windows or by playing them on a demonstrating talking machine at your store-door feature the sheet music of the recorded selection. Triangle Music Go. Hits on Recent Record Releases During the past few weeks a number of the leading recording companies have released records of selections from the catalog of the Triangle Music Co. Among them are: Victor records, "Dallas Blues" and "Mean Old Bed Bug Blues"; Okeh records, "Ev'rybody Does It Now" and "Alligator Blues"; Columbia records by Art Gillham, the "Whispering Pianist," "You'd Rather Forget Than Forgive," "In My Sweetheart's Arms" and "I'm Just a Rollin' Stone." Joe Davis, head of the Triangle Music Co., recently recorded the new ballad which he wrote in collaboration with Howard Johnson, "You'd Rather Forget Than Forgive," for the Harmony catalog. 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