The talking machine world (July-Dec 1922)

August 15, 1922 THE TALKING MACHINE WORLD t 117 LMNffi*WORLiyMU5l UTILIZING WINDOW PUBLICITY FOR VISITING ARTISTS "Hooking Up" the Store Window With Visiting Concert Artists, Vaudeville Headliners and Photo Plays Whose Records Are Handled — A Most Profitable Means of Augmenting Sales The average talking machine record dealer invariably overlooks an excellent opportunity to create record sales by failing to announce in his window the appearance of concert artists and others in his city who program numbers which are found in his record catalog. A plan of "hooking up" by window publicity with the current appearance of a concert artist, vaudeville headliner and photo plays in which a musical theme is one of the outstanding features has been tried out successfully by only a few dealers in the record field, although in the sheet music trade this idea has been carried out advantageously for a number of years. Particularly is this true with the syndicate stores which invariably announce the appearance of vaudeville performers or others singing particular songs in theatres adjacent to their establishments. There is no reason why this plan should not receive more attention, as it is a very successful means of adding to sales totals. The dealers in the smaller centers can even use this idea to greater advantage, although in the past they have given it very little attention. In their territory it is often possible, in co-operation with the theatre, concert hall or motion picture house, tc receive in return for such window publicity an announcement on the screen of the motion picture or vaudeville theatre and in the program of the concert hall to the effect that given numbers in the program can be obtained at So-and-So's music house. Owing to the competition in the larger centers it is hardly possibly for an individual dealer to get the support of the theatrical managers in this respect, but this obstacle does not hold true in smaller communities. There is another value in arranging the window with such current announcements, for, after all, they have a news value — it makes the window a source of information and, if carried out over a period, would result in many people using it as a semi-information bureau. There is little expense attached to the carrying out of the idea, particularly when it is considered that in the majority of cases the results are most substantial. Too much cannot be said for the well-arranged and artistic window. Practically every one concedes nowadays that it is an important part of any up-to-date store. As one dealer recently remarked: "The show window is the introduction to the store," and no one would suggest the abandonment of arranging therein unusually at PLANNING STRONG FALL CAMPAIGN Irving Berlin, Inc., Makes Big Appropriation for Publicity on Live Numbers Max Winslow, vice-president and professional manager of Irving Berlin, Inc., returned late last month after a tour of Bermuda and Europe. Shortly after he returned he outlined plans for the Fall professional campaign of his company. The Berlin organization has appropriated a particularly large fund for Fall publicity and the campaign, which in its initial stages is already under way, will feature six songs from the catalog. Probably the feature number will be "While the Years Roll By," which, in a number of tryouts, has exceeded expectations. "Truly," a number from the Pacific Coast, will no doubt follow closely in popularity. "Night," a foxtrot, is quite popular with the orchestras and before the Fall season is well under way it should be quite prominent. The novelty number from the Middle West, "Don't Bring Me Posies" (It's Shoesies I Need), seems assured of no tractive displays. We would like to emphasize, however, that placing in the window material of a news value is an inexpensive adjunct which will attract attention and at the same time give the onlooker a feeling of satisfaction that his time has been well spent. Where the dealer is able to persuade his local theatre to reciprocate by giving his store a screen announcement the results obtained can hardly be overestimated. Certainly under such a plan the returns are considerable. Take the screen announcement, for instance. If the dealer had to go out and purchase it he might find the expenditure prohibitive and by using the co-operative angle he gets the result without the expense. But even if the theatre fails to co-operate the plan has such merits as a sales-creating medium that it should command the utmost consideration of all dealers who are alive to opportunity. little success, and "Bring Back My Honey Man" should be a big favorite in vaudeville circles. "Way Down South" and "Don't Wonder I'm Lonesome" are two other Berlin numbers that will be heard from during the weeks to come. "STORIES" RELEASED The J. W. Jenkins' Sons Music Co., Kansas City, Mo., just released a new ballad entitled "Stories." The number is from the pens of Richard Powers, Herb Marple and Dick Parkington. It is a combination mother and love song which, as its title indicates, tells a story. HAS SECOND STORE IN CHARLESTON Charleston, S. C, August 7. — The United Phonograph Co., of this city, has opened its second store here. The new establishment is located on lower King street, where attractive quarters house the business. A large and complete stock of talking machines, records and musical instruments of all kinds is handled by M. and D. Vane, proprietors. QH!WHKThHIT! THETERRIFIC5M.E OF THIS RECORD IS UNPRECEDENTED ABSOLUTELY THEr BIGGEST SELLINGRECORDs^SEASON! PUBLISHED 2,Yj)rf.Hhhfaf(sS0l(sfidSlcQ>. KANSAS CITY, MO.