Music Trade Review
Issue: 1925 Vol. 81 N. 24 - Page 6
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
You can see
the World's Leading Pianos
Within a Radius of a Few Blocks
AR ALL OF T H E M - . .
Choose your piano by comparison.
> • * When you buy a new car, you
see the leading cars 'within your price range,
even though you may have a predetermined
idea as to the one you want. Sometimes you
change your mind. In any event, you take
every precaution to protect your investment
and your judgment. You buy a new car about
every two years. You buy a piano not over
twice in a life'time''' and usually but once.
You can't afford an error in judgment with
that investment. Be sure in the beginning,
and the best way to be sure is to compare
pianos as you compare cars • . . . * .
Each of the world's premier pianos has
its own particular bid to fame - " " its
particular group of great artists who
love it
its particular traditions in
the world of music — 'its particular
quality of tone. But between these
instruments of even the first
class there are decided differences — greater
differences than ever before in piano history
' ' ' ' differences that you should know, to
properly protect your investment
The Chickering courts comparison
If, by comparison, the Chickering cannct
sing its way into your home - ' ' you may rest
assured, this statement would never have
been written. We do not ask that you hear
it last " ' or first. Place it anywhere you
choose on your list. Your reception here will
always be a cordial invitation to compare-.
The same invitation applies to the compan-
ion instruments of the Chickering ' " t h e
Marshall &? Wendell - - and the Brewster.
If your piano investment is to be a
modest one, there is all the more reason
to compare • • • • Above all, choose
your piano by comparison - " choose
it with care
for you are going
to live with it a long, long time.
Representing the A m p i c o ^ impregnable in its dominant position-= the only re-enacting piano--' choice of
RMhrruinmoff, Lnntsi^.Onuteiri.andtheiJ associate masters . . . . exclusive representatives o> the C h i c k e r i n g - ^
companion of Lisa, of Lhevmne.Ysaye. Kubelil^. Francis Alda. and hundred* of names that have made
musical history for a hundred years • - - since Jonas Chickering created the first modem piano after
which aO others are modeled . . . . exclusive representatives of the M a r s h a l l & W e n d e l l and
the B r e w s t e r - = America's popular priced *rt pianos, endorsed by Chickenne & Sons, as fit
companions for their instrument . . . ' . exclnsii* representatives of the G u m r a o s e n ^
now in more American homes thin any other piano ever made
representing
the Z e n i t h R a d i o , t h e a c k n o w l e d g e d l e a d e r .
LEE S ROBERTS
si•
i n Oakland— 5 1 9 Fourteenth
_
{ Radio
Truth
is
wonderful
enough
About
as
11 is — without
Radio
exaggeration J
HERE is a great deal of exaggeration about radio' - - bred by enthusiasm, the lure of the
game, its newness, and the genuine lack of knowledge of this newly discovered force.
Any radio engineer states frankly that there are many things about radio that no one
can yet explain. A real radio expert is very conservative in his claims. While he is
familiar with the wonders of this new plaything of man— he also knows its limitations. If all
of us who sell radio would be equally frank, there would not be so many "dead" sets " ' so
many disillusioned buyers. Radio is wonderful enough as it is, without exaggeration.
LETS LOOK AT THE FACTS:
[ F I R S T ] You cannot get both long distance and quality of reception at
the same time. It must be one or the other. If your eyes sparkle at a"squeak"rrom Pittsburg - - be satisfied. If however,
you want music that is real music — don't try Pittsburg
[SECOND] You cannot get both high selectivity
and quality. If you thnll at bringing in stations from all over the map, be content with that. But if you want clear
sweet tones — limit yourself to nearby stations
[ T H I R D ] Don't buy a radio in a store. Buy it in your
home. Your home may be in a radio"pocket". If so, the best radio set in the world will not get results. Science
cannot yet explain why you might get results, and your neighbor in the next street get nothing at all.
[FOURTH] The broadcasting station has as much to do with radio results as your receiving set. The
art of broadcasting is still in its infancy - - and you may expect the next big advances from that
end
To be true, there are exceptions to the statements just made. Some night the rankest
radio amateur may bring in Pittsburg with music clear as a bell. Sometimes - - - and under certain
conditions — a cheap crystal set will get better results than a thousand dollar "wonder". But the
exceptions are rare - - - and never certain
In all the clamor of claims for radio sets, tubes,
speakers, and radio devices beyond number
in all the talk about distance, selectivity, tone
and "what-not"- - - keep your mind clear. With radio - - - you are at the mercy of nature Forces
entirely beyond the control of your receiving set dictate your results
Let's be fair about
this thing! Exaggeration is so unnecessary. The truth about radio is wonderful enough.
The MacMillan Arctic Expedition (la'from the Pole) talks with the world every night over the Z e n i t h Radio - - -
yet Z e n i t h makes no exaggerated claims for distance. Z e n i t h makes no claims except by comparison • - - comparison
in -your home Z e n i t h guarantees only this: - . , under liJjt conditions , , - side by ode with any other radio set in the
wvrld ,, Z e n i t h mil get more distance - . (mng m more stations - - with a finer quality of tone than any other . . .
Don't buy a radio in a store
buy it in your home. Make any radio prove its case in your case
Z e n i t h courts chat opportunity • - - invites any comparison you may choose - - - and at your pleasure.
Representing the A m p i CO" impregnable in IU dominant positions the only re-enacting puno -scbcxce
of Rjtchmaniwtf, Leinajp, Ornstem, and their associate master* . . . . . . . exefunue reprtsentotiues of the
C n i c k e r i n g "companion of Uta. of !>
fir* modern piano after which all others a n modeled
exduroe rtpntenuuwa of the
M a r s h a l l 6* W e n d e l l and the Brewster-^America's popular priced art pianos,
endorsed byChiclrcnng &" Sons, as lit companions for their instrument
exclusive
rcfnucniotneso/ilieGulbransen-'nowmiDorc American homes than any other
piano ever made'
representing t l w Z c n i t h i U i d i o , the acknowledged leader.
LEE S
TS
inc..
inc.
raft icter I n
I Also
The
Street J
Two Striking Examples of Advertising Typography Used in the Adver-
tising Campaign of the Chickering Warerooms, Inc., San Francisco
C
r I
You can see
the World's Leading Pianos
Within a Radius of a Few Blocks
AR ALL OF T H E M - . .
Choose your piano by comparison.
> • * When you buy a new car, you
see the leading cars 'within your price range,
even though you may have a predetermined
idea as to the one you want. Sometimes you
change your mind. In any event, you take
every precaution to protect your investment
and your judgment. You buy a new car about
every two years. You buy a piano not over
twice in a life'time''' and usually but once.
You can't afford an error in judgment with
that investment. Be sure in the beginning,
and the best way to be sure is to compare
pianos as you compare cars • . . . * .
Each of the world's premier pianos has
its own particular bid to fame - " " its
particular group of great artists who
love it
its particular traditions in
the world of music — 'its particular
quality of tone. But between these
instruments of even the first
class there are decided differences — greater
differences than ever before in piano history
' ' ' ' differences that you should know, to
properly protect your investment
The Chickering courts comparison
If, by comparison, the Chickering cannct
sing its way into your home - ' ' you may rest
assured, this statement would never have
been written. We do not ask that you hear
it last " ' or first. Place it anywhere you
choose on your list. Your reception here will
always be a cordial invitation to compare-.
The same invitation applies to the compan-
ion instruments of the Chickering ' " t h e
Marshall &? Wendell - - and the Brewster.
If your piano investment is to be a
modest one, there is all the more reason
to compare • • • • Above all, choose
your piano by comparison - " choose
it with care
for you are going
to live with it a long, long time.
Representing the A m p i c o ^ impregnable in its dominant position-= the only re-enacting piano--' choice of
RMhrruinmoff, Lnntsi^.Onuteiri.andtheiJ associate masters . . . . exclusive representatives o> the C h i c k e r i n g - ^
companion of Lisa, of Lhevmne.Ysaye. Kubelil^. Francis Alda. and hundred* of names that have made
musical history for a hundred years • - - since Jonas Chickering created the first modem piano after
which aO others are modeled . . . . exclusive representatives of the M a r s h a l l & W e n d e l l and
the B r e w s t e r - = America's popular priced *rt pianos, endorsed by Chickenne & Sons, as fit
companions for their instrument . . . ' . exclnsii* representatives of the G u m r a o s e n ^
now in more American homes thin any other piano ever made
representing
the Z e n i t h R a d i o , t h e a c k n o w l e d g e d l e a d e r .
LEE S ROBERTS
si•
i n Oakland— 5 1 9 Fourteenth
_
{ Radio
Truth
is
wonderful
enough
About
as
11 is — without
Radio
exaggeration J
HERE is a great deal of exaggeration about radio' - - bred by enthusiasm, the lure of the
game, its newness, and the genuine lack of knowledge of this newly discovered force.
Any radio engineer states frankly that there are many things about radio that no one
can yet explain. A real radio expert is very conservative in his claims. While he is
familiar with the wonders of this new plaything of man— he also knows its limitations. If all
of us who sell radio would be equally frank, there would not be so many "dead" sets " ' so
many disillusioned buyers. Radio is wonderful enough as it is, without exaggeration.
LETS LOOK AT THE FACTS:
[ F I R S T ] You cannot get both long distance and quality of reception at
the same time. It must be one or the other. If your eyes sparkle at a"squeak"rrom Pittsburg - - be satisfied. If however,
you want music that is real music — don't try Pittsburg
[SECOND] You cannot get both high selectivity
and quality. If you thnll at bringing in stations from all over the map, be content with that. But if you want clear
sweet tones — limit yourself to nearby stations
[ T H I R D ] Don't buy a radio in a store. Buy it in your
home. Your home may be in a radio"pocket". If so, the best radio set in the world will not get results. Science
cannot yet explain why you might get results, and your neighbor in the next street get nothing at all.
[FOURTH] The broadcasting station has as much to do with radio results as your receiving set. The
art of broadcasting is still in its infancy - - and you may expect the next big advances from that
end
To be true, there are exceptions to the statements just made. Some night the rankest
radio amateur may bring in Pittsburg with music clear as a bell. Sometimes - - - and under certain
conditions — a cheap crystal set will get better results than a thousand dollar "wonder". But the
exceptions are rare - - - and never certain
In all the clamor of claims for radio sets, tubes,
speakers, and radio devices beyond number
in all the talk about distance, selectivity, tone
and "what-not"- - - keep your mind clear. With radio - - - you are at the mercy of nature Forces
entirely beyond the control of your receiving set dictate your results
Let's be fair about
this thing! Exaggeration is so unnecessary. The truth about radio is wonderful enough.
The MacMillan Arctic Expedition (la'from the Pole) talks with the world every night over the Z e n i t h Radio - - -
yet Z e n i t h makes no exaggerated claims for distance. Z e n i t h makes no claims except by comparison • - - comparison
in -your home Z e n i t h guarantees only this: - . , under liJjt conditions , , - side by ode with any other radio set in the
wvrld ,, Z e n i t h mil get more distance - . (mng m more stations - - with a finer quality of tone than any other . . .
Don't buy a radio in a store
buy it in your home. Make any radio prove its case in your case
Z e n i t h courts chat opportunity • - - invites any comparison you may choose - - - and at your pleasure.
Representing the A m p i CO" impregnable in IU dominant positions the only re-enacting puno -scbcxce
of Rjtchmaniwtf, Leinajp, Ornstem, and their associate master* . . . . . . . exefunue reprtsentotiues of the
C n i c k e r i n g "companion of Uta. of !>
fir* modern piano after which all others a n modeled
exduroe rtpntenuuwa of the
M a r s h a l l 6* W e n d e l l and the Brewster-^America's popular priced art pianos,
endorsed byChiclrcnng &" Sons, as lit companions for their instrument
exclusive
rcfnucniotneso/ilieGulbransen-'nowmiDorc American homes than any other
piano ever made'
representing t l w Z c n i t h i U i d i o , the acknowledged leader.
LEE S
TS
inc..
inc.
raft icter I n
I Also
The
Street J
Two Striking Examples of Advertising Typography Used in the Adver-
tising Campaign of the Chickering Warerooms, Inc., San Francisco
C
r I
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