Columbia Viva-Tonal No.153a, UK model

[dennman6]

Strange, but I'm having trouble finding a picture on the net showing the "Plano-Reflex" decal. From what I remember, the decal looked the same as the one above, but it had Plano Reflex across it. I'm now wondering if this may have been a separate decal placed across the old one, and if it only appeared on the earliest machines that used the arm? I really dont know
One thing I did come across was that the "a" after the model number was to designate the use of the plano arm, so a 153 would have the old arm, and a 153a would have the Plano-Reflex.
Also, several sources indicate the Plano-Reflex was introduced for the 1929 model line, as shown in the scan posted by Jim in the thread below.

http://forum.talkingmachine.info/viewto ... w=previous

This is fascinating, Shane. So it's probable that even though my 153a was in a 1927 ad it's actually a 1929 model as when the Plano-Reflex tonearm was first used. The pic of the 154 model has the older non-ball bearings Columbia arm but with a Viva-Tonal reproducer. Or, another possibilty is-as you suggested before-the owner could've added the Plano-Reflex arm later, much as Victor/HMV owners could update their soundboxes for a later(better?) unit. Everything I've read about the older style Columbia arms indicate they were harder on records for wear than the later ball bearing types because of excessive drag, so maybe that fact was played up in some of the ads or dealer literature when the Viva-Tonal models were introduced. It probably wouldn't be a hard sell for a good sales rep to recommend the upgrade, pushing the adavntages for the customer's record collection(and a nice profit item for the shop). What a complicated period for Columbia with the recent bankruptcy of the American branch, the introduction of electrical recording, and trying to keep up with Victor's new Orthophonic machines during the entire transition.

[JHolmesesq]

Here are two photos of my advert. Dated 1st February 1928

[dennman6]

Here are two photos of my advert. Dated 1st February 1928

Thank you for this, it is much appreciated. Fascinating to see how Columbia advertised their new Viva-Tonal line & discussed the increased sound quality of the system compared to 1923 Grafonolas & "pre-1923" units. And I love the ship with the logo, sailing the seas of sound in the quest for musical excellence!