The Library of Congress > National Jukebox > Features > Victor Advertising


The success of the Victor Talking Machine Company is often attributed to its aggressive and comprehensive print advertising campaigns. Its trademark, Nipper the dog listening to "His Master’s Voice," was one of the most recognizable of the twentieth century. Nipper, alone, did not account for the success of Victor's marketing. Victor ads commonly promoted the upper line of its talking machines—Victrolas—as fine musical instruments and worthy additions to the most elegant of home living rooms and parlors. Victor recordings, too, helped to boost a buyer's position in society, enabling them to appreciate the world's greatest musical artists, or escape the doldrums of everyday life through exotic and evocative recordings.

Here is a sampling of the lavish advertising that Victor placed in magazines and newspapers, and in its magazine for company employees and record retailers, The Voice of the Victor.