Listen

Sun (Auckland), Volume 1, Issue 98, 16 July 1927, Page 22

Listen

Dear Folks, I’m an advertising man. I write ads. for a living and the other day I was called in by Mr. Wade, the Phonograph Man in Newton, to hear his New Edison Phonograph. When Mr. Wade started to tell me all about this new machine of his I looked at him sideways, as ! knew that he had been in business long enough to know that it doesn't pay to tell anything but the truth about one’s goods, yet what he was telling me seemed absolutely impossible claims to be making for a mere talking machine. Anyway, we started to play over some records, and, well—there is only one word for it—l was thunderstruck. I did not know that any phonograph could possibly do what this machine does. In my line of business I run across all kinds of goods that have to be classified as A! in the quality line, but never have I had an experience quite like this. I clean forgot that 1 was there to write ads.; I forgot all that had been told me about the mechanical improvements and things; I only knew that I was listening to better music than I had ever heard before. I just sat there and was glad. That’s the way it made me feel and that’s why I’m not writing just an ordinary ad. about this instrument. I just feel that I want to tell all my friends 'n everybody what a wonderful instrument this New Edison is. Sitting there listening to the glorious full tones that seemed to just rise up in the room, 1 realised that it wasn’t the re-production of music I was listening to; it was the RE-CREATION of music in which there breathed the very spirit of the composer himself. Every instrument sounded as though it was actually being played in the room —all so natural, and so true. Listen folks. If you have not heard the New Edison, then you do not know what tremendous advances have been made in this line. Did you know that its records play for 24 and 40 minutes. Forty minutes, mind you, and what is more, they are unbreakable and they never wear out. Unbreakable and everlasting; it sounds too good to be true doesn't it, but its true all right; I threw one across the room myself and then rolled a couple down a flight of steps. After that we played ’em. With this instrument there are no needles to change; that’s all done away with now; an everlasting diamond point plays on and on for ever. There’s quite a lot of other special mechanical features about this machine, but it seems somehow out of place to talk of motors and springs and things after listening to people like Rachmaninoff and Marie Rappoid; so I won’t. But let me say this; whether you are thinking of buying a phonograph or not. you owe it to yourself to go and hear this New Edison instrument. It’s both an education and a revelation, and I know Mr. Wade will be only too pleased to have you drop in and hear it anytime. Make up your mind to go; fix on a day and time NOW; his place is in the Tabernacle Buildings, 41 Karangahape Road. Yes! his shop is open Friday nights. Chin Chin, Yours, Jimmie (The Ad. Man.)