New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1874-10-03
PRAnG's G.
American CMOnOS.
A CARD.

When about ten years ago we determined on the
experiment of substituting good artistic copies OF
good artistic paintings for the poor class OF coored
prints then in this MARKET and when. one year Later
we began to issue such copies under the designation
of "chromosn we had no idea that this business OF
chrome making would in few years grow to Its
present enormous proportions The word " chrome ;"
was of our invention applied 1t strictly to moth
ing but fac-smiles of good paintings, and made 1t
honored by the merit of our productions; very nat
urally, therefore, it was soon taken up by unscru'
pulous SPECTATORS who ransacked the lithographlc
establishments of Europe for color prints Of all Sorts
which they threw upon tho American market AZ
"chromos" hoping by this designation to give them
rank, although their wares, with some exceptions
were entirely destitute of artistic merit and fully
as bad as the oOlored prints of former times. But
the worst abuse of the word chrome" was still to
come, and it came with the premium Chrome"
that most abominable of all the abominable lnven-
tons Of our own time To speak plainly these Pre-
MUM ChromOs are. with few creditable exceptions
only snares set by publishers to entrap people into
subscribing for their publications. Although de-
scrbed as being worth from $5 to $10 they actually
cost only from FIVE to fifty cents which must OF ne
cessty be the case the price of the paper seldom
exceeds 81 or SO per annum. To understand why
chrOmos offered at very cheap prices, or to be given
away as premiums cannot be anything like artistic
productions it only necessary to consider the con-
ditions under which alone GOOD CHROME can be
produced In the first place, it is requisite to have
good original painting to work from, the cost OF
which ranges from several hundred to several thou
sand dollars. Then again. it is necessary that the
photographic artist should be the best :ethat he be
unlimited in time, and that everything used in the
process-stones, paper, cOlors, machinery. &c.-be
of prime quality. With the best of w0rkmen and
the most expensive materials, good chrome cannot
be made so long cost and not quality is the first
consideration. Now we are free to assert that we
have always left the question of cost entirely ont OF
our calculations. Having decided upon the repro
ductiOD of original, we put it into the hands OF
the best artists, with instructions to make fac
simile If twenty prntIngs will do it, why, then.
well and good. But if thirty, or forty or even more
are necessary, why then. likewise well and good. 1t
will be apparent, Immediately, that such proceed
ing cannot he adopted when cheap or Premium Chro-
mos are to be produced With these the question is,
how much art and labor we afford to put into it !
The result of manner of proceeding, we are glad
to say has been that our Chromos recognized
the world over the best anywhere made, and that
they stand unrvaled for depth of tone, delicacy Of
modelling, and general excellence. To make their
eXceptlOnal anu 10 bcpdIdtc w IhCI
title from the great mass of other ChromolithO-
graphic prints have for several years designated
them as "PRANG's AMERICAN CHRoMos,' and hav-
ing thus connected ourselves personally with them,
openly assuming the responsibility for everything
that may be in them of good or bad, we intend in
future well in the past, to maintain the stand
ard of excellence which we created for ourselves.
We must still, however, caution the public against
mistakng other productions for our own, unscru-
paious parties are known to be offering ChromOs of
all sorts under the fraudulent representation that
they are of our make. Purchasersshould invariably
demand to see the trade mark all pictures offered
20 them as "PRANG's AMERICAN CHROMos," and
should see that they are marked with the firm name
on the front of the picture.
PRANG's AMERICAN CHROMos are for sale at all
Art Stores throughout the world
Illustrated Catalogues mailed free to any address
on application.
L. PRANG & Co.,
FINE ART PUBLISHERS, BosToN, MASS.