Life — August 5, 1915 — page 35: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Several years ago I was asked by an acquaintance who had recently returned from a trip around the world, “what was the secret of the Aeolian Company's world-wide success?” He had visited the principal cities of Australia and Europe, and had seen the large Branches we maintain in those cities, Everywhere he went he had found Aeolian instruments in evidence and universally regarded as the leading examples of their respective types. I replied to his question by ‘stating that while there were undoubtedly many contributing factors, I be Acolian success was chiefly due to a spirit that pervades the whole organization and has frequently been com- mented upon — that of dissatisfaction with present results and the determination to produce the best, whatever the instrument or article might be. v This spirit is certainly brought to a very pronounced materialization in the Acolian-Vocalion. I have personally been in almost daily touch with those responsible for it and have been gratified, and some- times even amazed, at their enthusiasm and resourcefulness, From the period, several years ago, when we first began to investigate the possibility of developing the phonograph musically, until the Acolian-Vocalion was finally put upon the market, their zeal has never flagged. During this whole period, hardly a month passed that did not bring to light some new discovery or new applica. tion of acoustical principles which would tend to improve the phonograph, Indeed, the only one of the Acolian-Vocalion’s im- portant musical features not directly attributable to the Acolian Company's own staff, is the device for controlling tone, known as the Graduola. This was the invention of Mr. F. J. Empson of Sydney, Australia, the exclusive rights for which we secured two years ago. In this connection it may not be amiss for me to remove a misconception which is sometimes entertained regarding the Graduola. ’ Wonderful and entertaining as the phonograph its musical value is seriously impaired unless it offers some effective method of tone-control. That manufacturers have recognized this is evidenced by the doors, shutters, cte., with which they have equipped their instruments, the system of interchangeable needles some provide, and by dozens of inventions on record here and abroad. Mr. Empson’s invention—the Graduola—is the only genuinely musical and satisfactory method of tone-control yet devised. It is not arbitrary, however, as some have thought, but may be used or ignored as desired. When used, its advantag: introduction of delicate s actually changing an artist's own and thus obviates record “monoton twofold. It permits the chnique and expressi And it compensates for the ree the present method of making re: y enabling one to play with extreme del t smothering the tone with doors, or losing any of its tints by usiu soft needles, Indeed the Graduola, or some device equally effective, is an essential part of any phonograph, which, like th Acolian-Vocalion, makes its appeal to people of genu musical taste. And this is the appeal which the Acolian-Vocalion is designed to make. We believe the phonograph hasan important mission. But we also know that in the past it has been subject to some measure of criticism, from people who were musical. In the Acolian-Vocalion this Company has produced a phono; which goes far towards mecting this criticism, and it is the requirements of people of genuine musical naste and perception that the Acolian-Vocalion is designed to supply. ply. wip FF (Signed) PAE fete eee President of the Aeolian Company. Owing to its limited output, the Acolian-Vocalion will be represented only in certain cities, for the present. It will be necessary, therefore, for most of those who desire to hear it to write to this Company direct for ii formation as to how they can do so most easily, Catalog showing styles and giving prices will be furnished free upon request. Address Dept. B. THE AEOLIAN COMPANY Acolign-Vocolion Special “Art"* Design AEOLIAN HALL, NEW YORK Copyright, The Acolian Company Acclian- Vocation Special “Art” Design comicbooks.com