Automatic Age

THIS IS A MUSIC YEAR!
Music equipmenf and music operators are in the front ranks of our industry, leading the
p a ra d e to happier living . They are truly in the services of A m e ric a !
who would not otherwise pa­
tronize the phonograph.
By "B E N " BOLDT
A d v e rtis in g M a n a g e r R ock-O la M a n u fa c tu rin g C o rp .
T R IK E up the band” —
this is a music y e a r! The
product is right and the
time is ripe— Let’s go! We, of
the industry, who have seen the
widening horizon of automatic
music grow year after year,
have reached the threshold of
a great opportunity for service.
To vision this greater service,
and to meet the requests of
operators for a graphic por­
trayal of the importance of
music equipment, Rock-Ola pre­
pared a special broadside featur­
ing its 1941 super and master
phonographs. In it is presented
the vastness of automatic music.
Music is the universal lan­
guage. No matter what the
world situation, hearts will
never forget how to beat to the
strains of a lilting waltz. This
unquenchable love for a musical
“ lift” will always find expres­
sion in automatic music equip­
ment. Placed in America’s re­
laxation spots, these constant
companions to happier living
are doing their part in keeping
the nation a Democratic strong­
hold for the culture of the past,
the freedom of the present, and
the strength of the future.
This equipment — and their
operators with them — are in
the services of Am erica!
With the growth of its useful­
ness and its importance, music
equipment has kept abreast of
the times. Out o f the gigantic
Rock-Ola plants, combining the
experience in the field and the
constant research and develop­
ment work of engineers and
technicians, come a galaxy of
equipment for every location.
Third dimensional sound re­
production, as exemplified in
the Rock-Ola ToneColumn, is
being acclaimed far and wide
because of its new kind of
music. It banishes “ beam” pro­
jection.
Long familiar with what it
takes to build fine music equip­
ment, Rock-Ola engineers ex­
tended the Luxury Lightup Line
of phonographs.
In the realm of wall or bar
boxes, the famous Dial-a-Tune
is the easy and sure way to at­
tract extra play. Convenient
music draws coins from patrons
64
© International Arcade Museum
A U T O M A T IC AG E
Then to complete the line,
there’s Mystic Music— the new
music merchandising by wire.
In design, in perfection of
mechanism, in adaptability to
every music installation — to­
day’s Luxury Lightup music
equipment meets the require­
ments regardless of what the
location may merit. Never be­
fore has the music operator had
such an unlimited opportunity
to employ his ingenuity and suc­
cessful showmanship.
“ Strike up the band— this IS
a music year.”
June, 1941
http://www.arcade-museum.com/