The Portland daily press., 1874-10-28
PR A n G'S "a
American Chro1nos.
"A G. AR ID.

When about ten years ago we determined on the
experiment Of substituting good artistic copies of
good artistic paintings for the poor class Of colored
prints then in this market, and when, year later
we began to issue such copies under the designation
of "chromos," we had idea that this business of
chrome making would in few years grow to its
present enormous proportions The word "chromo''
Of invention; we applied it strictly to moth
ing but fac-similes of good paintings, and made it
honored by the merit of our productions; very nat
urally, therefore, it was soon taken up by unscru
pulous SPECTATORS who ransacked the lithographic
establishments of Europe for color prints of all sorts
which they threw, upon the American market as
'chromos," hoping byithis designation to give them
rank, although their wares, with some exceptions,
entirely destitute of artistic merit and fully
as bad as the colored prints Of former times But
the worst abuse of the word ."chromo'' was still to
come, and it came with the "Premium Chromo,"
that most abomnable of all the ab0minabe inven-
lions Of our time. To speak plainly, these Pre-
MUM Chromos are, with few credtable exceptions
only set by publishers to entrap people into
subscribing for their publications. Although de-
scribed being worth from IS to $40, they actually
cost only from five to fifty cents, which must of
cessiy be the case, the price of the paper seldom
exceeds So or So per annum. To understand why
chroaos offered at very cheap prices or to be given
away premiums, cannot be anything like artistic
productions it is only necessary to consider the con-
dtions under which alone GOOD CHRONIC can be
produced. In the first plaer it is requisite to have
good original painting to work form, 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; that he be
unlimited in time, and that every thing used in the
process-stones, paper, colors, machinery, &c.-be
of prime quality. With the best Of workmen 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 out of
our calculations. Having decided upon the repro
duction of an original, put it into the hands OF
the best artists, with instructions to make fac
smile. Htwenty printings will do it, why, then,
well and good But If thirty OF forty, or even more
are necessary, why, them likewise well and good. 1t
will be apparent, Immediately that such proceed
ing cannot be adopted when cheap or Premium Cnr0-
mos are to be produced With these the question is
how much art and labor can we afford to put into 1t?
The result of our manner of proceeding we are glad
to say, has been that Chromos recognized
the world over as the best anywhere made, and that
they stand unrvaled for debth of tone, deicacy of
modelling, and general excellence. To make their
exceptional POSITION and to separate them by their
title from the great mass of other Chromo-litho-
graphic prints, have for several years designated
them as "PRANG's AMERICAN CHRoMos,'' and hay
ing thus connected our selves personally with them,
openly assuming the responsibility for everything
that may be in them Of good or bad, we intend in
the future, as well as in the past, to maintain the
standard of excellence which created for ourselves
We must still, however, caution the public against
installing other productions for our own, as unscru-
pulous parties known to be offering Chromos Of
all sorts under the fraudulent representation that
they.are of our make. Purchasers should invariably
demand to the trade mark on all pictures offered
to them as "PRANG's AMERICAN CHRoMos," and
should see that they marked with the firm name
on the front of the picture.
PRANd's AMERICAN CHRoMos are for sale at all
Art Stores throughout the world
Illustrated Catalogues mailed free to any address
on application. .-..-.,.