The talking machine world (July-Dec 1924)

September 15, 1924 THE TALKING MACHINE WORLD 149 LftKS'sWORLIVMIISI Organization Important in Making the Sheet Music Department Profitable Dealer Handling Everything in Music Is Faced With Problems Which Must Be Satisfactorily Solved if Each Branch of the Business Is t o Produce the Sales and Profits It Should In this period, when many dealers operate stores with the idea of adopting the slogan "Everything in Music," they confront problems the solving of which either makes or mars their success as music merchants. Talking machine dealers, in enlarging their distribution activities, generally consider first sheet music or musical merchandise, and more recently radio. Of course, radio is no longer a problem tO' be considered, as a heavy percentage of dealers are now stocking such goods. Sheet music and musical merchandise are, however, given consideration because such goods are factors not only in substantial profits, but in bringing many customers into the store. The problem that confronts all such dealers who aim to carry "Everything in Music," and one which they are not readily solving, is the question of amply caring for the demands of customers in these various departments without slighting the sales activities and service in what might be termed opposition departments. None of these different varieties of musical goods fundamentally oppose each other. They all seemingly create their own demand. ■ -Each has a clientele which, for the particular moment, is interested in that phase of musical activity. The demand filled, this clientele, doubtless, is in the market for other allied products. Herein, however, lies the weakness of the "Everything in Music" store, which, in order to be economically operated, must have a limited sales force, and creates opposition for the services of the sales force. There naturally are periods each day when one particular department may be more rushed than another and some sections of the store and its stock will then be slighted. Even in some of the highly efficient chain shops that to-day handle radio with all other musical items there are periods during the course of the day's business when some of the departments are practically eliminated as factors in the day's sales. Department Should Have Own Head Such weaknesses in these combination musical establishments can only be solved by the attention that is given to designing properly the interior of the establishment in order to separate the different sections of the store, efficiently handle the various groups of buyers and eliminate confusion. If the trade is large enough some one person should be responsible for each department. The lesser sales force can, as the demand rises or falls in the various departments, respond where they are most needed. This will serve to keep an active factor in charge and responsible for the sales of the merchandise in a particular section. In smaller establishments such arrangements may not be possible, but a similar situation must be faced, and thought and attention toward solving the problem is necessary. To-day popular sheet music and player rolls are being slighted so much so that thousands of possible sales in these two items are lost. To a lesser extent talking machine records are suffering through the same condition. Standard Music Untouched Fortunately for standard music its position is not being weakened by any such factors. There never was an overabundance of sources of distribution for standard music and these limited distribution points to a great extent are operated by the proprietors of the establishments. Most of them love the music business and have a particular weakness for sheet music, musical literature and books, and this, in these trying times, is the bulwark and insurance that protects the distribution of standard music. To-day, it anything, there are too many distribution points for popular sheet music, player rolls and talking machine records. There would not be too many if they were all properly handled, had adequate stocks and were prepared to give service to the purchasers of such products. But, instead, there are too many hodgepodge assortments of such popular goods. The tendency in too many establishments is to sell just what is demanded and no more. It is one copy of sheet music, one player roll and one record that seemingly satisfies too many such departments, no effort being made to describe or show other goods. In many such establishments customers wait upon themselves. While all of this is better than no distribution at all, it makes a generally unhealthy situation when present-day stocks with demands from numerous channels are considered. There was a time when the popular music rack appeared as an important factor in adding to sales volume. To-day, however, if the stocks are not replenished promptly the consumer loses interest and the popular rack becomes almost dormant as a sales creator. Present-day stores with talking machine records, player rolls, radio, popular sheet music, kodaks, skates and other sport goods tend during the height of the Fall and holiday season to make such music establishments a department store, indeed. To efficiently care for the customers of varied tastes that enter such establishments is a problem which taxes the merchandising ability of the heads of these distribution units. Irving Berlin Plans Wide Fall Campaign Two New Numbers, "Come Back to Me" and "When I Was a Dandy and You Were a Belle," Included in the Sales Drive Irving Berlin, Inc., announces a wide campaign on a number of new songs for the Fall season. Its activities, of course, on "What'll I Do?" are being continued, as well as its newer exploitation activities on "Charley, My Boy." At present two new songs have been announced and it is understood they will be supplemented in the course of a week or ten days by an enlarged program, including a new series of popular numbers. The new numbers include "Come Back to Me," described as a syncopated waltz, introducing an entirely new style of dance music. The number is by Will Donaldson and Billy Rose. The other issue is "When I Was a Dandy and You Were a Belle." This song is sung by Jane Greene and Ed Wynn in the new Ed Wynn show which is shortly coming to New York. Frank Quartell Writes Shapiro, Bernstein Song Paul Specht Musician Proves Versatility With "Lonesome Bluebird" Over the Radio Frank Quartell, feature cornetist with Paul Specht's Alamac Orchestra, has written an exceptionally catchy song, entitled "Lonesome Bluebird," which Shapiro, Bernstein & Co. are to bring . out very shortly. The tune has been broadcast over WHN and has brought out many favorable comments from radio editors of the daily press. "Lonesome Bluebird" will be played regularly by Paul Specht and His Alamac Orchestra. Within a few days Quartell will leave New York for his vacation in northern Wisconsin. WHO WANTS A D D A PLAINTIVE FOX TROT BALLAD You will take right to xpur heart ^You can't c/o vIyoy^/, L I with^aMy (FEIST sou$ Sung by AL. JOLSON 3fe