The talking machine world (July-Dec 1927)

LE\NINffiWORliyMUSI Average Talking Machine Dealer Has Investment of $3000 in Sheet Music NationWide Survey Taken by The Talking Machine World Reveals That Average Turnover Is Four Times a Year — In Addition to Proving P rofitable, Sheet Music Is a Customer Attraction Approximately 80 per cent of the dealers throughout the country who handle talking machines and also operate sheet music departments have an average sheet music turnover of four times per annum, with an average investment of $3,000, according to the results of a comprehensive and nation-wide survey just completed by The Talking Machine World. This survey was undertaken for several important reasons, namely, to determine the extent of the business in sheet music being done by talking machine dealers; to provide data for an analysis of the sales possibilities of sheet music with the talking machine dealer as an outlet, and also to find out what efifect, if any, a sheet music department has on the other departments of the retail talking machine store. The survey indicated that most of the talking machine dealers realize the great possibilities in the sale of sheet music, not only in the actual profits accruing from the operation of this department, but also because of the indirect sales influence on the other departments. The fact that the average investment in sheet music is $3,000 indicates that those dealers who have installed departments have found them profitable enough to make expansion necessary, and the average rate of turnover mentioned above proves conclusively that as an item of merchandise sheet music does not remain on the shelves very long. In connection with turnover it is interesting to note that dealers who have limited their investments seem to get more frequent turnovers. For example, one dealer who reported that his investment in stock was only $100 stated that he gets a ten-time turnover, while many dealers whose investments range from $3,000 down secure turnovers of six, seven and eight times. On the other hand, dealers in large cities who make somewhat of a specialty of catering to the sheet music buyers, such as students, teachers, as well as the more or less spasmodic buyers of jazz numbers, necessarily have larger investments. In fact, the size of some of the mvestments in sheet music departments among subscribers of The Talking Machine World was rather startling. Several dealers reported between eighteen and twenty-five thousand dollars inventory and one dealer reported that with an inventory of thirty thousand dollars he gets a three-time turnover. From the angle of the dealer probably the most important point developed in the survey is the effect of the sheet music department on sales of other lines featured in the store. More than 90 per cent of the replies received stated without reservation that sheet music alone was responsible for the stimulation of sales in every other department of the business. One dealer traced 50 per cent of his record sales to the fact that he handled a sheet music department, and the majority of dealers seem to feel that sheet music more than any other single factor of sales promotion brings people into the store. Not only that, but the type of people who are induced to visit the store to purchase sheet music are exactly the right kind of prospects for records as well as talking machines and radio sets. The efTect on the sale of records is per haps more marked than in the case of machines or receiving sets. There seems to be a more or less general opinion among retail merchants that a sheet music department and the small musical instrument department provide the ideal side lines for the talking machine dealer. This is so for many reasons. First, the investment required may be as small or as large as the dealer can afford. The space for either department in the store can also be as small or as large as the dealer desires. In fact, very often the space of either of these departments ordinarily is waste space. On the other hand, there is a tendency on the part of the trade after they have operated these departments long enough to realize their full value to move them up to the front of the store in probably the most conspicuous and desirable location. Not only are these departments profitable in themselves, but they are attention attractors and they supplement advertising and other forms of sales promotion, because they bring people into the store and focus their attention on the other lines handled by the dealer. Dr. Edward Kilenyi Joins Staff of Sam Fox Pub. Go. Well-known Composer and Arranger Assisting John Zamecnik in Preparing Scores for Film Presentations — Albert Sanger His Assistant working with Dr. Kilenyi as his assistant, is Albert Sanger, who is taking full charge of the copying and extracting of scores. Further announcements regarding the development of this department will be made in the next issue of The Talking Machine World. The Sam Fox Publishing Co., of Cleveland and New York, is devoting a great part of its activities to the development of its musical score business. Sam Fox, head of the company, is building this department and has engaged Dr. Edward Kilenyi, musician, composer and arranger, to assist John S. Zamecnik, of the Fox staff, in the preparation of the scores which he is now working upon. Mr. Zamecnik, it will be remembered, is responsible for the musical score which has played such a large part in the success of the film "Wings," and he is at present engaged in writing the scores for "The Wedding March," the much-discussed moving picture which is scheduled for Broadway next month, and "Abie's Irish Rose," the film of which is certain to play to an audience of huge proportions because of the success of the play of the same name. Dr. Kilenyi has had many years' experience in writing and preparing music for moving picture presentations and of late has collaborated with Henry Hadley in preparing orchestral works for Vitaphone presentations. He is now in Los Angeles assisting Mr. Zamecnik, who is thus enabled to work on more film effects. Another new addition to the Fox ranks. Victor Record of "My Blue Heaven" Proves Big Seller Victor Talking Machine Co. States That the Record of Feist "Hit" Sold More Than Any Record Ever Listed for Similar Period An idea of the manner in which the sensational Feist hit "My Blue Heaven" has been sweeping across the country, winning favor everywhere, can be gained from a recent communication of the Victor Talking Machine Co. to its dealers. The message, which was sent in large postcard form, read: *'A Great Record — A Sensational Seller The Biggest Profit-Maker Since Valencia" You Have Wanted a "Hit" Here it is — Gene Austin's "MY BLUE HEAVEN" We made more sales of "Blue Heaven" last week than any record ever listed during a similar period. And — The Orders Pour in Daily. Order it now and order enough — Put it in your window— Feature it in your newspapers — Play it at your door. The card further stated that the run of street car cards had been increased, and that 75 per cent of all Victor cards were featuring "My Blue Heaven." FIVE RECORD RECORD BREAKERS Hi Hi Hi Hi m..» M m M\ J_M m m a m m m m\ MINE ALL MINE ua'm m m m m m » m M M M mm m m a M\ M m M_m m m M M M i-f " ^ ' ' ' ^ T" s M M M r M M m V m /m^m m m m m n 0 J ABOVE SONGS FEATURED BY ORCHESTRA AND VAUDEVILLE ACTS FROM COAST TO COAST IRVING BERLIN INC., 1607 Broadway, New York 119