![]() is listed as having offices in Chicago, and San Francisco, at 29-35 W. Subsequent advertisements through 1917 continued to emphasize the partnership with Pathé, and by October of that year The Brunswick-Balke-Collender Co. We mean to make the Brunswick phonograph a tremendous success. Our national advertising campaign in magazines and newspapers is just starting. Also the needles required for other records, such as the jewel point, steel, etc. With the Brunswick we furnish a special Pathé sound box and sapphire ball. This opens up to all American homes the largest musical library the world has ever known. Through an arrangement with Pathé, every Brunswick dealer may now distribute Pathé records, Europe’s favorites. In other words, it is not limited to one make of records, as is the usual practice. Now we give our master production our own name, having spent much time and money in perfecting the mechanism. But the credit for the Brunswick cabinets has gone to others. For years this organization has been manufacturing the finer cabinets for the leading concerns. Its executives and craftsmen are not unfamiliar with phonograph requirements. The House of Brunswick is not new in the phonograph world. From both we realized that our work of years was appreciated and that Brunswick was destined to become a leader. Second, from people and concerns wishing to handle the Brunswick phonograph. they wanted to know more about this master phonograph and where it might be heard and obtained locally. We knew that this super-phonograph would create a sensation, yet we hardly dared to hope for such an immediate and extensive response. A full-page advertisement in the November 1916 issue of Talking Machine World followed up on this new publicity by adding: The promised advertising campaign commenced on Octowith a two-page spread in the Saturday Evening Post. And Brunswick’s leadership as the maker of fine cabinets plus Pathé attachments in records and reproduction-these two great forces being a companion proposition that experts predict will dominate the field. Never have values like these been known before on high-class phonographs. Those who secure this agency at once will be in a strong position to make a flying start when our impressive campaign of advertising starts this Fall throughout the nation. And we shall soon be ready to start the initial shipments. Now heavy advance orders are coming daily. Hundreds applied for the agency of this revolutionary line. Telegrams and letters came from dealers everywhere. A notice in Talking Machine World of Augstates: “Our first announcement of the new Brunswick-Pathéphone and Pathé disc records has created a stir throughout the trade that probably has no equal. The exact length of the agreement is not known, but it was probably for two or three years.Ĭonsequently, in mid-1916 Brunswick began an extensive advertising campaign to promote the new Brunswick-Pathéphone phonograph and these advertisements also referred to Pathé disc records. The two companies reached an agreement that Brunswick would promote the use of Pathé records with its phonographs and not sell any records under its own name in the U.S., while in return Pathé would not compete with Brunswick in the American talking machine market. Pathé had been recording in New York since mid-1914. ![]() in January 1912 as a branch of the famous French firm of the same name. of New York, which had been incorporated in the U.S. ![]() In the same year, Brunswick established an alliance with the Pathé Freres Phonograph Co. Our getting into the phonograph business and our success in it have been just one long process of looking around for better and better means of marketing.īy May 1916 Brunswick had already developed this part of their business to the point where their cabinet factory in Dubuque, Iowa was working on the production of 16,000 machines for delivery in August. ![]() rapidly assumed a position as one of the leaders in the field. In 1913 a slump in the piano business caused a shift to the making of phonograph cabinets, which department eventually turned into the making of the complete instrument. Bensinger, then President of the company, recalled the early days as follows: was established in Chicago in 1845 as a manufacturer of a wide variety of products including furniture, piano cases, carriages and bowling balls. Brunswick Records: A Discography of Recordings, 1916-1931, compiled by Ross Laird. ![]()
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