The talking machine world (Jan-June 1922)

March 15, 1922 THE TALKING MACHINE WORLD 137 LE\N»WORLMUSI HOW CURRENT SUCCESSES ARE NATIONALLY EXPLOITED Present-day Publishers' Problems Discussed — Co-operation of Records, Rolls, Bands and Orchestras Assures National Hearing and Appreciation of Music — Branch Offices as a Factor It has been said at times that music publishing, particularly popular music publishing, was more or less in the nature of a gamble, and that statement was true for many years. To-day, however, much of the gamble has been eliminated. The publisher, of course, still takes some chances, but it is only in rare cases where any of the leading publishers expend large amounts on a failure. Their methods of giving a number preliminary tests are so thorough that the advertising appropriation that follows is invariably justified. This is not to say that every song published by even the leading houses is necessarily a hit, but it does mean that those songs that the publishers are actively engaged in exploiting are assured of success. Their present-day methods, after a number is selected on its merits, practically guarantees a certain minimum of sales and this minimum is not small by any means. At present-day standards, which can be considered somewhat abnormal, it means a sale of from 450,000 to 500,000 copies of sheet music. The better numbers even go beyond a publisher's expectations, reaching sometimes considerably over a million copies. Bringing Sales Up to Quota If a number selected by any of the leading publishers for special exploitation iails to achieve the expected results in any particular district the modern organization has the means at its command to take measures that generally bring the sales in that locality up to the quota which had previously been set. The present-day publishing organization, with its many branch offices and large sales staff, in any given two weeks is able to reach the most remote districts of the country. Therefore, if the sales in a given section are not active the publisher's representatives induce singers appearing in the locations to place particular emphasis on a certain song by rearranging programs and by repeating choruses, etc. The orchestras, too, in almost the same manner, are encouraged to contribute their co-operation, and it must be said where the publisher has successfully placed numbers of hit caliber in their hands co-operation is given most enthusiastically. Records and Rolls Help Naturally, the wide distribution of both talking machine records and player-piano rolls is often a factor in adding to a publisher's publicity on particular selections, but it must be said that no large publisher depends upon that assistance, though, of course, he willingly accepts such co-operation. Country-wide Exploitation There was a time when the fact that a song was a success in the locality where published did not indicate that it had assumed national importance. As a matter of fact, in those days it would take a number sometimes a year or more to go the rounds of the country and achieve the same results now obtained in a much shorter period. To show how, under the presentday methods of exploiting songs, a number becomes a favorite in the very smallest center miles from the place of publication, a recent order from the leader of the Cowboy Band in Grangeville, Idaho, can be cited. The order sent to a large distributor of orchestrations in New York City called for ten piano copies to be used by vocalists and a quartet in connection with the band's programs. The ten numbers selected were all current favorites in the East, demonstrating that what was a hit in New York was a hit in Idaho. There are some exceptions to this rule, but, generally speaking, the above is true. Sometimes a particular number will have a comparatively larger sale in one community than in another, but invariably a hit is a hit anywhere. Chicago and the country adjacent thereto, for instance, purchases a larger volume of jazzy music than any other part of the country. The jazzy dances sometimes become a hit there over night. When they are exploited in other sections of the country they do not always achieve the same result. This, however, will always be true of a strict novelty. There can be no set standard for either the wide appeal or the sale of such music. This type of number still has some of the gambling element in it, not that the publisher loses money but that there is no criterion by which he can estimate sales. The Value of Branch Offices Some months back, when conditions were not as good as they are at present, there was a movement in music publishing circles to curtail expenditures, and the question arose in some minds whether or not it would be a profitable and successful move to dispense with some of the branch offices. No concerted move was made, however, to carry out such a plan, and, no doubt, none will ever be made. For unless the industry undergoes a revolutionary change it would hardly be profitable. No publisher would want to revert to the methods of twenty years ago. He cashes in to-day in a short space of time and this is followed by a series of other profitable successes. The same results could not be accomplished by any other methods, and the publisher who wants to give the talking machine record and the player roll manufacturer his best cooperation can hardly afford to dispense with his large organization trained in intensive publicity and sales methods. The record and roll manufacturers are really the cause of all this because their methods of distribution call for a particular release date on their numbers simultaneously in all parts of the country. PLAYED BY ARTHUR PRYOR'S BAND Several Witmark Numbers Programmed Regularly by That Band, Now at Miami, Fla. The programs that Arthur Pryor and his band are offering twice daily down among the sunshine and palms of Miami, Fla., always contain a generous sprinkling of the various publications of M. Witmark & Sons. The fact that these numbers are frequently repeated speaks well for their popularity. The latest addition to the Witmark winners featured by Pryor's Band is 'Angel Child," which, though still an infant in point of age, is a fox-trot hit. As a sample of how the Witmark publications figure on the Pryor programs, the following were all listed in one week's offerings: "Let the Rest of the World Go By," "Kiss Me Again," "Little Crumbs of Happiness," "The Heart Call," "Starlight Love," "Eileen Asthore," "Spring's a Lovable Ladye," "Songs of the Season" and "Angel Child." E. C. Mills, chairman of the executive board of the Music Publishers' Protective Association, returned to his desk quite recently after a two weeks' vacation. Mr. Mills was compelled to take a rest to avoid a nervous breakdown, following his strenuous activities of the past year. JOHN STEEL Celebrated Tenor Late Star of Ziegfeld Follies, Victor Artist and Now in Keith Vaudeville, Sings Read This Night Letter C1BVSLAND NEW YORK/ The Logical Successor to "Sunshine of Your Smile" "ONLY A SMILE" Music by J. S. Zamccnik, in j Keys, with Violin or Cello Obbligato; List price, 6oc.