The evening world. Newspaper, October 31, 1922, Page 9

oR ~~ Startling Good News q ') for Phonograph Owners! © Columbia discovers a process which produces records free from objectionable Surface Noise! ROSA PONSELLE is perhape the moet dazzling meteor in the history of grand opera. Here has been calle “ooice of voices.” Ponselle makes records exclusively This illestrates the laminated construction of the mew pro- Record: A—illustrates the much emoother surfaces which are THE METROPOLITAN re : House Orchestra, of New records for Columbia. B—illestrates the mmch harder contre core which resists warping. TO HEAR Pablo Casals is to have born in one an utterly mag: nificence and beauty of the violoncello in the hande of make: « » Casale records exclusively ( Columbia, S a phonograph owner you have always been annoyed by the swish and grinding and scratching noises of records. sible to remove. This “surface noise” has been considered impos- After years of experiment, the Columbia Graphophone Company to-day presents to the world a record that is virtually noiseless.’ This record has been made possible hy the discovery, in Columbia labora- tories, of a process by which we are able to produce a surface material so fine in texture, so marvelously smooth, so free from friction that the phono- graph needle travels over it almost inaudibly and with imperceptible wear. The playing-result from the use of this new material is actually astounding —no other word can describe it. Melody unmarred by penetrating, obtrusive surface sounds, harmony without disconcerting scratch or scrape—think what this means to you and to every phonograph owner in the world. This is made practical by Columbia’s patented laminated, or three-ply, construction. The core or centre leaf in Colambia New Process Records, because it is absolutelye distinct from the playing surfaces, is made of a harder, more durable substance. Over this rigid backbone are laid the two playing faces made of the new, ultra fine, ultra smooth surface fabric. This laminated construction gives greatly increased strength and longevity, plus the most noiseless surface ever perfected. The invention of this new process rec- ord by the Columbia Graphophone Co.— for it is the genius-creation of Columbia engineers and chemists—marks the great- est outstanding improvement since the invention of the universally used disc record. With New Process Columbia Records you get all the real beauty of voice; all the exquisite, delicate tones of the cello and the violin! You get melody uncon- taminated by objectionable surface noise that has been considered impossible to remove UNTIL COLUMBIA REMOVED IT! So great is our confidence in the en- joyment New Process Columbia Records provide that we ask you to tear out the list of records in this advertisement, take it to a Columbia Dealer and have him play them! Possibly he can play the same selections by other makers! Each com- parison test will be a greater Columbia triumph! You will be thrilled by the Columbia reproduction of every note, every inflec- tion; of the most delicate phrasing— shades of harmony exquisitely expressed that have previously been LOST IN SUR- FACE NOISES! In comparison with ordinary records, as made by other manufacturers, New Process Columbia Records will prove immediately preferable. No other record can be like New Process Columbia Records. No one can produce anything even resembling them, for they are fully protected by broad basic patents. In no other record can you get the same wonderful degree of surface quietness and pure, uninterrupted music, for the simple reason that Columbia alone possesses the secret of making a material which, em- ployed as a surface for phonograph rec- ords, obliterates obnoxious and intrusive surface sounds. ' This new substance does not hush loud surface noises. They are never created. Surface noise is merely friction, the point of the needle grinding on microscopic roughness and multiplied by the sensitive reproducer. In New Process Columbia Records this microscopic roughness is re- fined away till friction is almost a fiction. With new and unbelievably quiet playing surfaces, the dream of making the phonograph @ musical instrument of the highest and purest type has become a reality! Columbia’s new surface discovery has solved the whole ques- tion! Reproduction of music has now entered anew and greater phase! To-day, the phono- graph with the New Process Columbia Records is a masterful triumph. You can tow buy Columbia New Process Records from any Columbia Dealer. Go hear these Columbia Records! Take this list with you! Note the smoothness and fullness of Columbia tone! Note the beauty of expression! Note the seeming presence of the actual voice or instrument! GO hear these records to-day. COLUMBIA GRAPHOPHONE CO. New York PERCY GRAINGER is acknowls edged one of the great mas ters the 5 makes records exclusively Columbia. Put These New Process Columbia Records to the Hardest Comparison Tests! Blue Damube Waltz, (Strauss) Rosa Ponselle. 49988 12-inch Salut D'Amour. (Elgar) Pablo Casals. 80158 10-inch $1.00 Duci de Kerekjarto. 49931 22-inch $1.50 Eddy Brown. A-3656 10-inch $1.00 Muineira. pa rture. Metropolitan Opera House Or- chestra. A-6218 12-inch $1.50 Norwegian Bridal Procession. Liebestraum. Percy Grainger. A-6217 12-inch $1.50 Two Little Stars. Calm As the Night. Barbara Maurel. A-3643 10-inch $1.00 A Song of the Hills. ; Tandy Mackenzie. 80351 10-inch $1.00 In My Home Town. The 19th Hole. Frank Crumit. A-3666 10-inch 75¢ You've Had Your Day. 1 Ain't Never Had Nobody Crasy ver Me. Nora Bayes. A-3652 10-inch 75¢ Silver Stars, In Ri Time. Paul Specht and His Hotel Astor Orchestra. A-3672 10-inch 75¢ Send Back My Honeyman. Georgette. Ted Lewis and His Band. A-3662 10-inch 75¢