The Talking Machine Forum — For All Antique Phonographs & Recordings

Magnola Talking Machine Co. depicts that this was their company, a huge building. They obviously never was as big as Victor Talking Machine Co. Magnola did not manufacture their own motors or hardware, it came from Heineman. Their cabinets were supposedly made in Michigan. So why would they need that big of a building, unless that was their parent company? Schultz Piano Co.?

Victrolacollector wrote:Magnola Talking Machine Co. depicts that this was their company, a huge building. They obviously never was as big as Victor Talking Machine Co. Magnola did not manufacture their own motors or hardware, it came from Heineman. Their cabinets were supposedly made in Michigan. So why would they need that big of a building, unless that was their parent company? Schultz Piano Co.?

I found an advert which mentions that their 'general offices' were there - so maybe only in part of this building ?

http://www.antiquephono.org/wp-content/ ... t-1917.jpg

"False or deceptive" might be a bit harsh but with some accuracy. I'd say it was creative advertising to give the impression that it was a substantial company and one that would build a quality machine and provide product support for the years to come. I've previously commented on the power of Victor advertising. Victor customers traded in their horn machines and bought thousands of table model Victrolas that had the motor suspended directly in the horn. And they were happy and satisfied customers. It's the power of trends and advertising.

Jerry Blais

"Puffery" was, and will always be a sound marketing tactic. I was the lead machinist (toolmaker) for a very small conveyor manufacturing company that used a drone-shot of our one and only manufacturing facility - because the perspective of an overhead photo (similar to the one shown in the Magnola ad) created an image that made the facility appear much larger than it really is.

Best,
Fran

You have made an interesting observation. Through my own research, I have found that these illustrations differed sometimes from the actual situation. Sometimes, they were innocent - maybe drawn with a goal in mind (future expansion)... But, most of the time, it was just good old fashioned advertising. Technically, it can be termed "deceptive" but a lot of advertising is. This period in American history began, in my opinion, the great "bending the truth to suit your needs" marketing. It continues to this day and has gotten quite worse. You can say whatever you want as long as you retract it in the fine print.