Indianapolis Times, Indianapolis, Marion County, 4 January 1950 — Page 5

Recordings of the World's Greatest Music

COOLANT LPIA UII LU EAMES ih

Pl SEL > oh . ~

HEMET I HEIL LENOIR TIAL OOOO EOE ELE OETA EEE LEH EM (SHMUEL TH

sao Css Fags Sy Tov ne Wd DENCE RE 5

and Artists at ALL Phonograph Speeds!

unsurpassed library of the WORLD'S GREATEST ARTISTS AND MUSIC recorded for all record players: 45-rpm; *78-rpm; 33%-rpm.

~ ARTISTS. and the finest MUSIC.

3. To achieve through our instruments and records the finest possible musical REPRODUCTION

4. To make available to the public the achievements of

RCA POLICY

1. To make available to the public RCA- Victor's

in Fall i

gE 4, Pod :

world-renowned scientists and engineers at work in - -

the RCA Labora.ories. Through scientific research’ and development they created the incomparable “45 system.” Through further progress they have also succeeded in including the same matchless tonal

LE ret

Cla

- President Ean Radio Corporation of America

uy ‘ys Bn

~45-RPM RECORDS

The “45” is here to stay and is destined to lead all other types of recorded music. We will continue to recoyd both classical and popular selections on the 45-rpm records. The “45” meets the demands of music lovers, who want their tunes and songs on single disks, easy to select and simple to play. It offers the world’s greatest music and the finest artists, reproduced with the highest fidelity.

So great has been the American publics acceptance of RCA Victor's new 45-rpm system—the greatest advance in 50 years of recorded music—that today, only nine months after its introduction—this revolutionary advance has set a new standard of musical enjoyment in the phonograph field. * Never in the history of the record industry has a new development moved ahead so fast in so short a time! In recent

~*weeks, sales of “45” records soared to a rate of more than

20,000,000 a year, and the new record players were being sold at the rate of 65,000 a month. Still we were unable to keep up with the public demand for these new records and players, We are now expanding our manufacturing facilities to meet this growing demand. "These figures tell a story of outstanding success for the unmatched tone quality, convenience, and economy of the “45”, _ It is a smashing triumph in recorded music!

78-RPM RECORDS

In the interest of millions of homes still equipped for playing such records, and as long as there is a demand for them, RCA Victor will supply a complete catalog of conventional

. 78-rpm records. Every new selection will be available on

both “78” and “45” disks.

RCA iron a

PIONEER AND WORLD LEADER

33%-RPM RECORDS

To serve thesemusic lovers who wish to play certain classical selections on long-playingw records, RCA Victor will introduce on or about March 1, a new and improved, nonbreakable long-playing record (33%-rpm) made possible by an exclusive RCA Victor processing method which insures high quality and tonal fidelity. Selections from our musical library suitable for longplaying records will feature such great orchestras as the Boston Symphony under Koussevitzky and Munch, the Boston Pops and Arthur Fiedler, the NBC Symphony under Toscanini, RCA Victor Chorale and Orchestra under Robert Shaw, the San Francisco Symphony Orchestra under Pierre Monteux, Leopold Stokowski and his Orchestra, Igor Stravinsky, and such outstanding recording artists as Licia Albanese, Marian Anderson, Jussi Bjoerling, Alexander

Brailow sky; Mischa E man, Eileen Farrell Heifetz, Vladimir

Horowitz, José. Iturbi, Allan Jones, William Kapell, Dorothy Kirsten, Fritz Kreisler, Wanda Landowska, Mario Lanza, Jeanette MacDonald, Dorothy Maynor, James Melton, Yehudi Menuhin, Robert Merrill, Nathan Milstein, Paganini Quartet, Jan Peerce, William Primrose, Artur Rubinstein, Set Svanholm, Gladys Swarthout, Ferruccio Tagliavini, Blanche Thebom, Leonard Warren and Whittemore and Lowe. As new recordings are made, fiom time to time, they will be available as appropriate additions to the ong- -playing repertoire. Orders for the new RCA Victor long-playing records are now being booked for delivery in March,

VICTROLA* PHONOGRAPHS

+ The RCA Victor 1950 line of Victrola phonographs and radio-television combinations includes instruments that play all three speeds—45, 78 and 33%-rpm. All of these 3-speed instruments feature an independent “45” record player in order that the fullest advantages of “45” quality and’ simplicity can be enjoyed.

ay pemand | Lt Sed RGA Vidor ee isin % / h fr

: aR

FRE PA ” No RA RE TS Vag ips wb

OLS AE

a ne bral Rr yl Tr

The RCA “45” Gives You UNMATCHED TONE QUALITY

The 45-rpm record has the finest tone quality in the history of the phonograph art. Only the “quality zone” of the record's surface:is used, and the music comes to you completely free of distortion and surface noise. There is a full range of sound—clear and brilliant,

MUSIC YOU WANT WHEN YOU WANT IT One of the fundamentals of musical enjoyment is selectivity; complete freedom of choice in what you hear. And that’s what you get in RCA Victor's . “45”. You buy and you play “The Music YOU Want © When You Want it!" It's simpler; it’s more satisfy. ing, and it saves you energy, time and money. The “45” has the widest possible range of musical selection—pdpular, classical, folk, musical comedy—whatever the music Jover wants. The present “45” catalog numbers more than 2,000 selections, and is growing daily. Moreover, RCA Victor is producing scores of old , favorites from the conventional 78-rpm catalog on the new “45's.”

WORLD'S FASTEST RECORD CHANGER

The “45” record player contains the fastest and simplest automatic changer ever developed. Operating within the central spindle post; the changer handles up to ten records with a time lapse of only 5 seconds betweenleach one. It is silent, and it can-not-damage your records. Moreover, there is no needle to change, for the player uses the famous RCA Victor “Silent Sapphire” permanent point pick-up. Operation of the “45” player is simplicity itself! Just stack ten records on the spindle and, with the touch of a button, you can enjoy more than fifty minutes of music without touching the player _again,

CONVENIENCE AND ECONOMY

Because they are the first record and record player ever designed to go with each. other, the elements of the RCA Victor “45” Victrola system "provide a new measure of convenience for the music lover. The player attachment is small and compact. The “45” record is made of non-breakable vinyl plastic, wafer-thin and only 673 inches in diameter. And they are all the same size, making for ease and convenience in storage. Each record has a longer playing life—up to ten times as long. The smallness and lightness’ of the new “45's* . enable a new degree of speed and economy in their distribution. This means a better record at less cost to you! See the RCA Victor “45”. Hear It! And you, too, will enjoy music at its recorded best!

t ®“Victrola"-T. M. "Reg. U. 8, Pat. Off.

a DIVISION OF RADIO CORPORATION OF AMERICA ) .

IN RECORDED ‘MUsIc