The talking machine world (Jan-June 1928)

UNMGS^fOBLMUKI Walter Donaldson Week Observed Throughout the Entire Country The event wrote a new chapter in the exploitation work of Irving Berlin, Inc., which includes similar introductions in the past of Irving Berlin ballads by artists of the caliber of Frances Alda, John McCormack and Lucretia Bori. Broadcasting Stations, Orchestra Leaders, Organists and Artists in Vaudeville and During the week following his introduction Movie Theatres Joined in Concentrated Exploitation of "I Can't Do Without You," Mr. Crooks The week of April 9, just ended, was observed by music dealers throughout the entire country as Walter Donaldson Week, and the com You Waiting for, Mary," "If I Can't Have You," "Changes." "That Melody of Love" and "At Sundown." That dealers were alive to the opportunity of increasing their sales of music, records and rolls was evidenced by the reports received at Feist headquarters telling of the great number of window displays that were devoted exclusively to Donaldson numbers. The talkinc machine recording companies co-operated with the Feist organization by supplying display and consumer literature material, and this played its share in making the week a successful one from the dealers' standpoint. Among the factors that made Walter Donaldson Week the success that it was were the number and variety of his compositions. Despite the fact that countless hours were devoted to these numbers by broadcasting stations listeners-in did not become bored because Donaldson has written so many hits and his work represents such variety that repetition was avoided. Walter Donaldson positions of this gifted composer, in sheet music, talking machine record and player-piano roll form, were featured in a concerted drive that added considerably to the sales volume of these items. During the week every possible avenue of exploitation was used in bringing Donaldson compositions before the public. "Donaldson Hours" were featured by broadcasting stations and orchestra leaders, organists and artists in vaudeville and moving picture houses all joined in the concentrated exploitation which meant greater profits for the music dealer. Leo Feist, Inc., New York City, publisher of Donaldson's compositions, inaugurated the sales campaign and supplied dealers with a wealth of material to enable them to tie up with the promotion work. The most outstanding dealer's aid was a poster suitable for both interior or window display in easel form, which contained a photograph of Mr. Donaldson, and listed his most recent hits, namely: "My Ohio Home," "There Must Be a Silver Lining," "A Shady Tree," "My Blue Heaven," "What Are New Berlin Ballad Heard in A-K Hour Richard Crooks, Concert Tenor, Introduces "I Can't Do Without You," the Latest Waltz Ballad by Irving Berlin Richard Crooks appeared in concert in Kansas City and as soloist with the Chicago Symphony Orchestra. In addition to his concert appearances Mr. Crooks has a wide following through his Victor Red Seal recordings, of which he has made "I Can't Do Without You," the new waltz ballad of Irving Berlin, was given a most effective introduction to the hundreds of thousands of radio listeners-in when Richard Crooks, concert tenor of world-wide reputation, sang it during his program of songs in the At water Kent radio hour on March 11. The program was broadcast over a national hookup of stations and letters in untold numbers have been received by the popular tenor and the stations which co-operated in the hook-up. Haenscl & Jones, Mr. Crooks' managers, recently wrote to Ed Christy, of Irving Berlin, Inc., and told him that a great number of the letters made specific mention of the Berlin number and gave it unqualified praise. "Diamond Lil" Is Published by Marks "Diamond Lil," the theme song of the production of the same name, which opened at the Royale Theatre, New York City, on April 9, after playing at the Shubert-Teller Theatre, Brooklyn, N. Y., for a week, has been published by the Edward B. Marks Music Co., New York. The song and lyrics of the theme song were written by Robert Sterling. Newspaper reviews predicted a long run for the production. FIVE RECORD RECORD RREAKERS /mamaaaaa\ rw m a a a a a m\ /bbbbmbmbiI M a a m m m b a~L ft* m m m m m m m§\ LM M M MB M M mff Hi WE LOVE IT i/w a a a a a a m i ''BMBMBBBB I WONDER My Heart Keeps) SPEAKINC OF LOVE ft | Hm m w m a m m m W ft mm a a m a *r W {imammamm,/ %m a m m w m jr w J — <v tmmbbbbb mj a m mm a a a a m\ m a a a a a a , /> mm m m m w m A £a m m m m m m 7i : a a a a a mam 1 HELLO MONTREAL \ i ifMMMMMB M B \f f/M B M B M B B B M\ MM M M M MM M M Mf ifm M B M M M M MMi ' m m m Mm m m m uf w M MM MM t M MM B 0 M a a a a M~B\ B B M M BM_M BLtA M M M M MM M Mf] B I'M AFRAID '4. OF YOU ABOVE SONGS FEATURED BY ORCHESTRA AND VAUDEVILLE ACTS FROM COAST TO COAST IRVING BERLIN INC, 1607 Broadway, New York 101