Promotion for the New Singer
(Note: This article was produced before the internet age. Today online venues would most likley be the easiest most cost effective means of promotion)
A young artist must realize that the amount of space given to stars and almost-stars in the papers is not always commensurate with the stars’ popularity, but with the news value of the item about the star that is presented to the paper. A newspaper must live up to its name and present news to its reading public. Yet many singers and teachers are indignant when the Press Releases they write and send to the papers are not printed. They revile the paper for favoritism, declaring that so-and-so gets a great deal of publicity while they are neglected. This might well be true, but if these neglected souls would analyze the notices that are published, they would understand that the announcements printed have news value in some way, thus passing the editorial all-seeing eye and reaching print.
"News value" means something unusual, something about someone already in the public eye, or something that people will want to know about, to go to see or hear. If young artists and teachers will realize, either in working with their manager’s publicity men or on their own, that any item sent to a paper or magazine must have novelty and news value, they will receive the publicity they desire.
There are several ways of arranging an advertising campaign for an artist. The best, of course, is to employ a reputable publicity expert who will take over the whole job. This, of course, is expensive and although it will help a young artist, it is often far beyond his means. Most managers, however, have publicity departments to take care of their artists. The artist must help this department in every way.
The manager’s publicity expert will demand photographs to send to papers and magazines. A variety of poses, portraits, etc., are needed; all of the types that will please editors and make good cuts, and preferably sharp, clear, and on glossy paper. It is wise to visit a good photographer, explaining how the photographs are to be used, and to stock up well for all emergencies.
If the artist is to advertise in musical journals, cuts must be made, usually at the artist’s expense. A variety of sizes are needed, suitable to the places they will be used. Some will be used in the advertising columns, some in the news sections, in articles, or with brief items. The concerts and doings of the advertisers make up the news of such magazines, and it must be remembered that unless the musical event is very important, few magazines will cover appearances of non-advertisers.
Printed literature, such as circulars, large and small, is needed. They must contain reprints of favorable criticisms, pictures, news of the artist’s capabilities, and a smartly phrased selling talk. Such folders help the artist’s manager convince the various local entrepreneurs that this particular artist is worth engaging. Window cards, posters, and so on, will also be needed as the artist makes appearances. In some cases the management stands this expense, in others the artist is charged for such work.