The talking machine world (Oct-Dec 1921)

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November 15, 1921 THE TALKING MACHINE WORLD (World of Music) 139 "SAY IT WITH MUSIC" BIGGEST HIT OF MANY YEARS New Irving Berlin Number From the "Music Box Revue" to Be Released Simultaneously by Every Player Roll and Talking Machine Record Concern in the Coimtry — Big Campaign Planned The fact that every talking machine record and pla)-er roll manufacturing company has made mechanical reproductions of Irving Berlin's song, "Say It With Music," from the "Music Box Revue," and made a simultaneous release of this number on November 1, probabl} marks the first time in the history of the music business when a song was so universally released at a precise period. Of course, at the same time the sales and band and orchestra departments of the publisher will also make a campaign on the number and the unusual publicity that it will receive in a short space of time will, without doubt, make it one of the most successful numbers of many seasons. The bands and orchestras are already assuring the publishers of their support. In order to give the trade its best co-operation Irving Berlin, Inc., has issued much advertising material in the way of show cards, hangers, pamphlets and a thirty-six-by-twelve window strip, a reproduction of which appears herewith. "Say It With Music" is already, recognized as one of the most active sellers of the present season and under the present plans and arrangements this most meritorious number, with the slogan of exceptional value to the music trade in general, will long continue in popularity. The sales drive in behalf of the number will cover all the usual channels of publicity and in addition " there have been inaugurated sorhe unique sales methods which will add to the song's popularity. The trade is giving most unusual co-operation and well it should, as "Say It With Music" carries a message which will benefit the trade in ways other than the mere sale of the goods. NEW SHERMAN, CLAY OFFICES "TAKE HOME A RECORD" Richard Powers in Charge of New Headquarters in New York City Chicago Music Publisher Hooks Up That Slogan With Publicity Matter for the Talking Machine Dealers — Value of Direct Appeal Sherman, Clay & Co. have just acquired a suite of studio rooms on the seventh floor of 56 West Forty-fifth street. New York, which, after some elaborate alterations, were opened as the New York offices of the company on November first. Richard Powers, the Eastern representative of the above organization, will manage the new quarters and w-ill have on his staff several assistants. Sherman, Clay & Co. for several months have been trying to locate Eastern offices, but the high-class space which they desired, seemingly, was not available. The closing by Mr. Powers of a long lease at the above address marks the permanent entry of the organization into the New York field in both a professional and sales way. The company is at present carrying on a campaign on the song "Have You Forgotten?" which is fast becoming a national hit. In addition, the number "Smilin'," as well as "Tio San" and "Tomorrow Land," is showing up actively. With a view to co-operating with talking machine dealers and stimulating the demand for records of various numbers, the Frances Clifford Music Co., Chicago, has introduced the slogan in its publicity matter, "Take Home a Record." The company has issued a number of slips for window display purposes upon which the slogan is prominently featured over the titles of the various numbers. The new idea has met v/ith favor from talkingmachine record dealers who have come in touch with it. The idea of featurmg the descriptive matter issued by the publisher in talking machine stores to promote record sales is not new in any sense, but the idea of connecting with such matter the direct appeal to "take home a record" has an element of originality that should make it effective. Maurice Rosen, who for a number of years was manager of the Pittsburgh office of Jerome H. Remick & Co., is now Eastern sales manager of the concern and is also in charge of the mechanical reproduction department. The Belwin, Inc., number, "I Want My Mammy," has been frequently used as the musical theme in the showing of the motion picture, "The Old Nest." The number is particularly adapted for the music to accompany the picture and, as in many cases it has been sung in conjunction with the sTiowing, this has given the song some unusual publicity. Business Is Good There must be a special significance in the fact that throughout the Summer and Fall, and today, the lithograph plant of Einson Litho. has been running to capacity, with space and working force almost doubled over last year. Why? The reasons undoubtedly are many, but we find that in these times of intensive selling efifort the manufacturer considering window display and dealer helps insists on Ideas that will sell his goods. Dignity, prestige, good-will are for days of an easier time. Today it is the Ideas that sell that make good. So they come to the organization that has through years of experience learnt to catch the vital point about a piece of merchandise and embody it in a display or other dealer help that has a selling idea. Call us in for ideas on your display material and dealer helps. EIH/g|UTHO Executive Offices, Art Studios and Manufacturing Plant 327 East 29th Street . _ New York City n n C/3 o c 0)