The talking machine world (Oct-Dec 1921)

NOV-EMBER 15, 1921 THE TALKING MACHINE WORLD 135 LE\NINGSfeWOKl[yMySI DISTRIBUTORS' SERVICE FOR TALKING MACHINE DEALERS Simplified Plans Arranged to Aid Talking Machine Dealers Operating or Intending to Operate Sheet Music Departments — Kronberg Offers Numerous Suggestions of Distinct Value Various sheet music distributors in the country have recently arranged plans to give particular service to talking machine dealers operating or intending to operate sheet music departments. These are simplified plans which help to induce dealers to stock such goods which prove. most inviting. Several hundred dealers in the New York district, within the last eighteen months have equipped their stores with music racks for the display. and sale of sheet music and in practically every instance they have found such goods a profitable adjunct to their business. ' •' ' ■ ' .' At the October meeting of the Talking _Machine Men, Inc., the well-known organization of talking machine dealers of^the rnetropolitan district, Sol Kronberg, of the Plaza Music Co., outlined a plan for opening such departments in a most simplified form and involving an investment of as low as $100. -----In hi-s address Mr. Kronberg ofl:ered many reasons to show that the average talking machine store was the logical place for the sale of sheet music, which in no wise detracted from the exclusiveness of the establishment. He made it very clear that with the present wholesale and retail prices there is a 25 to 30 per cent net profit on such goods — averaging 50 per cent on cost. This is, indeed, a substantial revenue When it is considered that such departments in -no wise interfere with the sale of other goods — require little or no attention — and with up-to-date music racks practically act as silent salesmen. Among other things, he impressed the dealers with the advertising value which accrues to the store operating such racks, his argument being that sheet music is, after all, a magnet and, irrespective of the profits, which are quite substantial, has value to the dealer that can not ' be lightly overlooked. Mr. Kronberg further pointed out that the dealers conducting popular music departments in talking machine stores were doing so without increasing their overhead; for the music makes for larger business, requires little or no space and, being a cash business and a rapid turnover proposition with hits released at frequent periods, creates activity in any store. One point of particular interest brought out in the discussion was the advisability of dealers who are located near theatres watching the current programs at the playhouses. This enables the dealer to arrange window displays of records and sheet music of selections that are being featured at the theatre each week, and thus encourage direct sales to members of the audience. By this method, too, it is possible frequently to move records and music that might otherwise remain on the shelves indefinitely. There is some question regarding just how much the orchestras and vaudeville people contribute to the popularity and salability of rec ords, but it is the general opinion that the exploitation of the sheet music itself has a strong effect on record sales. Thus it seems logical for the talking machine dealer to turn to sheet music in his efforts to increase business. Practically all dealers and distributors of sheet music, in encouraging talking machine dealers to open popular sheet music departments, make it a point to suggest the purchasing of such goods through a central source. Thus purchases from some thirty music publishers can be made by a single order and depleted stocks can be replenished, generally over night. Among the leading music jobbers are: Plaza Music Co., New York; Crown Music Co., New York; F. J. A. Forster, Chicago; McKinley Music Co., Chicago; J. W. Jenkins' Sons Music Co., Kansas City, Mo.; Sherman, Clay & Co., San Francisco, Cal. SONO HITS IN "UP IN THE CLOUDS" New Musical Comedy Soon to Complete Tour and Make Broadway Debut "Up in the Clouds" is the title of a new musical comedy produced by the Shuberts, which has played successful engagements in Chicago, Cincinnati, Indianapolis and Detroit. It is also to play engagements in Cleveland and Pittsburgh, shortly after which it will have its Broadway premiere. The leading songs of the show are "Up in the Clouds," "Happiness" and "I See Your Face in Every Nook and Corner." The Crown Music Co. is the sole selling agent for the music.