The talking machine world (Jan-Dec 1915)

Supplement to THE TALKING MACHINE WORLD "The Graduola has taken the machine out of ' Talking Machine. ' " — Leigh Mitchell Hodges A Statement by The Aeolian Company on the Graduola The Wonderful New Control Feature of the AEOLIAN-VOCALION The popularity the phonograph has attained in the last few years has been one of the most striking features of the music-business. The reason for it is not far to seek. The phonograph is a practical and economical means for enjoying music of all kinds. It caters to all tastes. Its novelty as a wonderful invention has hardly yet worn off. And in the past two or three years it has helped largely to supply the universal demand for dance music. The continued and permanent success of the phonograph, however, is entirely a question of its development musically. Novelty and the dance craze are temporary conditions. Its future and even its large success, today, depends on its supplying the demand of the public, critical as well as uncritical, with better music and a means of musical expression. Though phonograph manufacturers with no previous experience in the music-business can hardly be expected to realize the importance of the latter requirement, those who are familiar with it and who know the history of purely automatic instruments, that is, those that have had no element of personal control, appreciate the advantage of an instrument which its owner can help to play. The Aeolian Company, probably better than any other concern in the music-industry, knows the music taste of the public. Its new phonograph, which reflects this knowledge, has met with extraordinary success. Wherever it has been shown, it has taken hold practically without competition. Its tonal superiority has, of course, been a vital factor in its success. But in no small measure is it due to its wonderful new feature of tone-control which enables its owner to actually play the phonograph and thus express his individual ideas as to how the music should sound. Amongst the thousands to whom the Aeolian-Vocalion has been demonstrated at Aeolian Hall and in the stores of representatives, there has not been a case recorded where this feature did not make an instan taneously favorable impression, and in the vast majority of cases, constituted an irresistible sales appeal. The only competitive argument which has been found to use against the Graduola, which is the name of the tone-control device on the AeolianVocalion, is easily answered. To the objection that using the Graduola might alter the interpretation of a fine artist, the obvious reply is, in such a case do not use it. It is not arbitrary. It may be used or not as desired. As a matter of fact, however, the Graduola does not alter the essential spirit of the artist's interpretation. His technique, tempo and dynamics remain the same. Whereas with it, real pianissimos and other subtle tone effects which the limitations of the present methods of record making exclude, can be introduced. A complete description of the Graduola; how its peculiar patented construction makes it perfect for true modulation, and the other advantages it offers, is unnecessary here. On the two following pages is reproduced an advertisement telling the story of its invention and adoption by The Aeolian Company. Full particulars about the Graduola are given in the Aeolian-Yocalion Catalog which will be sent in reply to enquiries. Territory is now being assigned for the representation of the AeolianVocalion. Such territory is exclusive, thus insuring to the merchant the benefit of all_ the business he helps to create. Address the Aeolian-Vocalion Department The Aeolian Company AEOLIAN HALL NEW YORK CITY CHICAGO OFFICE: FINE ARTS BUILDING, MICHIGAN AVENUE A complete display of all models of the Aeolian-Vocalion may be seen at this office