A Million Every Month. 



By manufacturing and selling a mil- 

 lion records every month the Columbia 

 Phonograph Co., has achieved the end 

 for which it has long been striving— 

 the reduction in the price of its High 

 Speed Moulded Cylinder Wax records 

 from fifty cents, each, to twenty-five 

 cents. Simultaneously with this re- 

 duction in price a new record, greatly 

 superior to any that has ever been 

 offered for sale is being furnished— a 

 black, super-hardened record, both 

 durable and brilliant and combining 

 sweetness and smoothness with re- 

 markable volume. These records will 

 fit all talking machines using cylin- 

 drical records and the facilities for 

 manufacturing them have bean in- 

 creased to an extent that will enable 

 the Columbia Phonograph Co., to pro- 

 duce a practically limitless supply. 



While improved processes of manu- 

 facture and the simplifying of talking 

 machine construction have resulted in 

 the price of Graphophones being re- 

 duced, from time to time, until they are 

 now sold at figures that bring them 

 within the reach of all, the price of 

 cylinder records has, in the meantime, 

 remained at fifty cents each. For many 

 insuperable reasons it has never b^en 

 possible until now to sell records at 

 the popular price that has finally been 

 fixed for them. But continued and 

 unceasing improvement in Columbia 

 facilities has, at last, brought the out- 

 put to a point where it is possible to 

 cut the price in half, while instead of 

 impairing the quality of the product 

 to secure this end, a better article is to 

 be furnished than ever before. This 

 could onlj' be done by increasing the 

 sales to the enormous figures they 

 have now reached and which are cer- 

 tain to assume bewildering propor- 

 tions, with the reduction in the price. 



The Columbia Phonograph Co., the 

 pioneer and leader in the talking ma- 

 chine art, was the first to furnish a 

 really meritorious record for fifty cents 

 and while its records are far superior 

 to those of previous years, the fact is 

 admitted, on all sides, that Columbia 

 records in all stages of their develop- 

 ment, have always been the best that 

 were made. And this is truer now 

 than ever before. While the superior- 

 ity of Columbia records would justify 

 their sale at a higher price than that 

 of any competing record, their reduced 

 price means that the purchaser is to 

 have the very best records ever man- 

 ufactured and to have two of them at 

 the price he formerly paid for one. 



Preparations have been made with 

 the utmost thoroughness to meet the 

 emergency which a reduction in the 

 price of cylindrical records to twenty- 

 five cents, each, was certain to preoi* 

 pitate. In anticipation of an unprece- 

 dented demand for the new and vastly- 

 improved records, the factory of the Co- 

 lumbia Phonograph Co. is running day 

 and night and every possible arrange- 

 ment has been made to fill all orders 

 with reasonable promptness, however 

 heavy those orders may become. 



To make better goods than its com- 

 petitors and sell them at popular 

 prices has always been the aim of the 

 Columbia Phonograph Co. Desirous 

 that the public should test its claims 

 as to the superior quality of this new 

 product it offers for a limited period to 

 give a record free to any user of a talk- 

 ing machine who will call at any one 

 of its stores and mention the type of 

 the machine he is using. If not con- 

 venient to call, a record will be mailed, 

 on receipt of ten cents to cover postage, 

 and the information as to the type of 

 machine in use. 



