Life, 1913-07-03 · page 3 of 48
Life — July 3, 1913 — page 3: what you’re looking at
What you’re looking at
This is primarily a **Columbia Grafonola advertisement**, not satirical content. The page showcases the company's phonograph player with an image of a well-dressed couple listening to music while an illustrated crowd scene appears on the wall behind them. The advertisement's claim—that "Every great artist who has ever made records—without one exception—can be heard on your Columbia Grafonola"—is the selling point. It lists famous performers of the era (Caruso, Melba, Galli-Curci, and others) to establish Columbia's superiority. The decorative musical note borders and the modest price range ($17.50–$500) suggest this targets middle-class consumers. Rather than satire, this represents early 20th-century marketing strategy: using celebrity endorsement and aspirational imagery to sell consumer technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“AML the Muste of all the World Every great artist who has ever ‘made records—without one exception—can be heard on your Columbia Grafonola PES ME Rei bP ela mores Among those who make Columbia records are: Bispham, Bonci, Boninsegna, Cavalieri, Constantino, Destinn, Fremstad, Friedheim, Garden, Gay, Harrold, Hofmann, Mardones, Nielsen, Nordica, Olitzka, Parlow, Pasquali, Scharwenka, Segurola, Slezak, White, Ysaye, Zenatello—and scores of others. All Columbia records may be played on Victor talking machines. Likewise, all Columbia ingtruments will play Victor Records COLUMBIA GRAPHOPHONE CO., Box 270 Woolworth Building, New York Toronto: 365-367 Sorauren Ave. Prices in Canada plus duty U creators of the Tatking Machine Industry. Pioncers and Leaders in the Talking Machine Art. Oteners of the Fundamental Patents. Largest Manufacturers of Talking Machines in the World. Dealers or prospective dealers erite for a confidential letter and a free copy of our booky'* Music Money.” Manufacturers of the Dictaphone. a8 6 The _instrument in the picture is the Columbia Grafonola “Favorite,” $50; with record cabinet, $75. Hear it at any dealer’s. Others from $17.50 to $500. Send for catalogs.