Life, 1911-09-07 · page 44 of 44
Life — September 7, 1911 — page 44: what you’re looking at
What you’re looking at
This page is **not satire or political content**—it's a straightforward advertisement for Victor-Victrola phonographs from the Victor Talking Machine Co. (Camden, N.J.). The ad promotes various gramophone models (priced $50–$150) by claiming the original design prioritized "absolute perfection" in tone over cost, then emphasizes how subsequent models made this technology accessible to "all and everybody." The company pushes customers to use Victor Records and Victor Needles specifically, claiming this is essential for achieving the superior "Victor tone." The iconic "His Master's Voice" logo (the dog and phonograph) appears as a circular trademark. **For modern readers**: This reflects early 20th-century consumer culture, where manufacturers marketed luxury goods by first establishing prestige (perfect tone regardless of cost) before democratizing access through cheaper variants—a marketing strategy still used today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| Victor-Victrol The element of cost didn’t enter into the design- 4 ing and construction of the first Victor-Victrola. «The only object was to produce a musical instru- i] ~ment that was absolute perfection. And the result was a new kind of instrument with a_ sweeter, HW richer, mellower tone than was ever heard before. After that we devoted our energies to securing this unequaled tone in less expensive models. From time to time more popular-priced instruments were added until to-day the Victor-Victrola is within the reach of all and everybody can enjoy the ex- t quisite music from this greatest of all musical __ vietor-vietrota xvi instruments. Wiaee seals Hear the Victor-Victrola at the nearest Victor dealer’s—you’ll spend a delightful half-hour and come away with a greater love for music and a more thorough appreciation of this superb instrument. Victor Talking Machine Co. Camden, N. J., U.S. A. =iS MASTERS YOKE” Berliner Gramophone Co., Montreal Canadian Distributors Always use Victor Records played with Victor Needles— there is no other way to get the unequaled Victor tone. Victor-Victrola 1X Mahogany or oak $50 Victor Necdles 6c. per 100; Gee. per 1000 Victors $10 to $100 Victor-Victrola X Victor-Victrola XI Victor-Victrola XIV Mahogany or oak $75 Mahogany or oak $100 Mahogany or oak $150 New Victor Records are on sale at all dealers on the 28th of each month comicbooks.com