This stunning double-sided ad ran in the May 1918 Talking Machine World. Paramount had recently introduced 10″ discs to replace its initial 9″ offerings; the last of the latter appear in the No. 6 Supplement, alongside the 10″ offerings. At this early stage, the trademark eagle perched on a phonograph rather than the more familiar globe.
The large structure to the left is the Paramount pressing plant at Grafton, Wisconsin, a converted water-powered mill that already had a long and varied history when this ad appeared — you’ll find the whole fascinating story of the Grafton complex in the new expanded edition of Alex van der Tuuk’s Paramount’s Rise and Fall. The smaller structure to the right would eventually house the studio in which the likes of Son House and Skip James recorded.
In 1918, however, Paramount was recording exclusively in New York, and doing its best to imitate Columbia and Victor. Note the usual NYC studio free-lancers — Henry Burr, Collins & Harlan, Louise & Ferera, Arthur Fields, Grace Kerns, the Shannon Four, et al. Even some of the portraits are the same as those used in the major companies’ catalogs. Fortunately for posterity, the powers at NYRL eventually realized there wasn’t much money to be made by following the pack, and instead turned their attention to the new race-record market (although there wasn’t much money to be made there either, as it would turn out).