Broadcasting (Jan - June 1940)

"It will earn beyond expectations It will create listener interest beyond human conception" Stations of All Sizes. . . at All Points of the Compass. . . Are Praising the Novachord, as the Newest NEWS for Radio! You can make the Novachord more than earn its way, building new hstener interest for your station. For this most versatile of musical instruments is being acclaimed everywhere as the newest news in music for radio. Your pianists can start using the Novachord the minute it is delivered to your studios. For it is played like a piano, on a piano keyboard . . . and it will produce beautifully clear piano-like tones. Then, as the Tone Selectors are turned, you hear the musical effects of vibraharp, You just turn the Tone Selectors as you play. And the Novachord adds musical effects of French horn, violin, guitar — and actually dozens of others. — says Faust Couture, Treasurer oi WCOU, Lewiston, Maine. 'cello, flute, trombone — and dozens of others. Hear the Hammond Novachord. Play it yourself. Discover how it gives the musician an entirely new way to express his musical ideas ... a new versatility that never grows old! Telephone, or visit, your Hammond dealer TODAY. Or, for brand new presentation, especially prepared for radio stations, write to: Hammond Instrument Co., 2989 N. Western Ave., Chicago. HAMMOND ORGAN STUDIOS: New York — 50 West 57th Street Los Angeles — 3328 Wilshire Boulevard See . . . Hear . . . Play . . . The NEW idea in music by the makers of Hammond Organ! THE HA m| MONO at the Hammond Organ Studios ... in the Hammond Building, 50 W. 57th St., N. Y. from WCOU, Lewiston, Maine "Commercially measuring the Novachord would be like breaking down an open door. The Novachord con not be measured. It will earn beyond expectations. It will create listener interest beyond human conception. "Wherever the Novachord is used commercially the station has fagged a charge. It is needless to admit that the charge has long since paid for the instrument. "The insistent demand of the listener for more Novachord programs has forced us to use it as a top sustaining station feature. We con well afford to do it after having pulled our cost out of it commercially. Now, our Novachord stands as the instrument for the unique, the different and the dignified." Faust Couture Treasurer, WCOU from WEMP, Milwaukee, Wisconsin "We are happy to be able to tell you a few facts about the Hammond Novachord because it has brought us, personally, so much pleasure, and because our listener-response to if has been so favorable. We have been using the Novachord for a little more than six months, and in that time it has proven itself to be the most versatile musical instrument we have ever found . . . "We ore certain that the Novachord has already taken its place very near to the top of the list of legitimate musical instruments. By that I mean that the Novachord is definitely not a novelty instrument which will have its d jy and then pass into oblivion, but rather that it will continue to grow in popularity as new uses for it ore found. We feel that it is not an 'imitator,' but rather that it is a very versatile musical instrument in a class all by itself." Bert AAulroy Asst. Program Director, WEMP from WLAC, Nashville, Tennessee "While we have not had our Novachord long enough yet to determine just how we can make best use of it, we know from comment already received from listeners that the installation of this instrument is proving a creditable addition to our programming." F. C. Sowell General Manager, WLAC from KTSW, Emporia, Kansas "Without a question of a doubt Jhe Novachord has added greatly to our programming facilities. We have been especially impressed with the fact that the instrument is so versatile and can be used for nearly every musical requirement from background to feature work." K. W. Trimble, General Manager, KTSW Page 54 • March I, 1940 BROADCASTING • Broadcast Advertising i