The talking machine world (Jan-Dec 1916)

76 THE TALKING MACHINE WORLD This double spread appeared in the Saturday Evening Post Oct. 28th ALL PHONOGRAPHS IN ONE Such is the Brunswick— Now Introduced by Its Own Name THE H use of Brunswick prevents to the American people a final-type phonograph — .1 composite model m which .ire found all the desirable present-day features, plus. Up to now, it has been the custom for each phonograph to have its own individual refinements. Some had two or three — maybe four valued features — but none had them all. The Brunswick phonograph is frankly a combination of all wanted perfections. Thus new levels in the phonographic art arc attained. We owe this idea to music lovers them selves, who by their preferences have shown what ideas please most. Their commands have made the Brunswick a Phonograph that plays all records. A PHONOGRAPH SENSATION SUCH IS THE BRUNSWICK The two-page announcement above appeared in the Saturday Evening Post October 28. It heralded a new day in the talking machine world. The trade read it with surprise and interest — then responded! To thousands of American homes it opened a new and broader field of music. To music lovers everywhere it announced new artistic standards. The day after the publication of this announcement advertisement the House of Brunswick felt its effect. We knew that this super-phonograph would create a sensation, yet we hardly dared to hope for such an immediate and extensive response. Eager Interest This came from two sources. First, from music lovers themselves, the actual purchasers of machines. They wanted to know more about this master phonograph and where it might be heard and obtained locally. Second, from people and concerns wishing to handle the Brunswick phonograph. From both we realized that. our work of years was appreciated and that the Brunswick was destined to become a leader. The House of Brunswick is not new in the phonograph world. Its executives and craftsmen are not unfamiliar with phonograph requirements. For years this organization has been manufacturing the finer cabinets for the leading concerns. But the credit for Brunswick cabinets has gone to others. Now we give our master production our own name, having spent much time and money in perfecting the mechanism. New Day Perfections A great European genius designed and is now building our extra-capacity motors. Acoustic experts were engaged to study the sound chambers and give the Brunswick a perfect one, built like a Cremona. Other inventors gave the Brunswick its remarkable tone modifier, its accurately timed automatic stop, and other improvements and extras. Brunswick officials specified that this new phonograph must be a combination of all the better machines. The Brunstvick plays all records. In other words, it is not limited to one make of records, as is the usual practice. An International Alliance Then we went still further. Through an arrangement with Pathe, every Brunswick dealer may now distribute Pathe records, Europe's favorites. This opens up to all American homes the largest musical library the world has ever known. With the Brunswick we furnish a special Pathe sound box and sapphire ball. Also the needles required for other records, such as the jewel point, steel, etc. We believe sincerely that the Brunswick offers to dealers an unbeatable proposition, on which larger-than-usual profits may be made. We have been very particular in arranging our dealer policy. We feel sure that as fast as it is known, men will say that it is most liberal Under the Rightful Name We save thousands of dollars in manufacturing and selling costs. Workmen already trained in making phonograph cabinets save us money. Few concerns make their own cabinets. Our distribution system and sales force is already organized throughout the United States, handling our complete line. So in these and other ways our economies mean more money for you — and less cost for the purchaser, an attraction. Throughout the United States and Canada there are opportunities for progressive dealers to become local representatives of the House of Brunswick. We Predict A Stampede Our national advertising campaign in magazines and newspapers is just starting. We mean to make the Brunswick phonograph a tremendous success. If you are interested in joining us, we have a tempting proposition. Write today for particulars. First come, first served. BrunswickBalke Collender Co. Dept. 208 623-633 S. WABASH AVE., CHICAGO