National Geographic : 1930 Nov
eA .W RBTIS TIC O VEMENT ONE evening a group was discussing the new interest in art. Magnificent art museums have gone up and millions have visited them. But these are a relatively small number and there are other millions who can't go because of the time and money needed. These museums are in the larger cities, out of reach of those in the towns. It was the opinion that, in spite of museums, we do not have the opportunity for the expression of our artistic desires that we deserve. To see the best involves an expensive trip throughout the United States and Europe, for the majority of the world's art treasures still remain abroad. Then one of the men said, "Let us form an asso ciation and give these millions of art-hungry people art where they want it-in their homes, not hundreds of miles away; in Europe or in some private collection. Let this association publish se lected works of art from America and Europe, help people to choose the best, and distribute them at the lowest possible cost." Everyone thought the idea good-the result was the MONA LISA. By Leonardo da Vinci JPCTUREA CONTH CLUB The Club Sees You Get Pictures You've Wanted. How They Are Chosen No longer will you miss them be cause you are busy. No longer need you go without because of high prices or because there is no store near you. Each month the Club chooses a beautiful and important picture. It selects from masterpieces by Titian, Reynolds, Rembrandt, Rubens, Raphael, da Vinci, Velasquez, Van Dyck, and hundreds of others. The Club considers pictures from the most important galleries in New York, Chicago, Paris, London, Madrid, Berlin, and other cities. A picture chosen from the best of such great paintings is likely to be the one you will want. Selection Allowed. Choice Not Forced. Hand Printed The Club realizes that any picture, however good, will not be liked by all. Their choice is not forced on you. Each month the Club recommends three pictures by other artists and you may select any of these-a variety of subjects satisfies all tastes. Reproduc tions are sent in advance so that you may choose which you wish. Or you may exchange the picture without ad ditional cost. These pictures are etchings or photo gravures printed by hand from im ported plates. This is more expensive but is the only satisfactory way. The pictures are about 1 x 1% feet, just right for the average room. Free Bulletins an Art Education. Ser vice Used by Discriminating People Membership includes free subscrip tion to the Club's Monthly Bulletin. It tells the history of the pictures, shows other works by the same artists, and gives you interesting, readable stories of their lives. Cultured people all over the country are adopting this plan. The pictures will add to the culture of your home and the member's portfolio on your table stamps you as being actively in terested in this movement to promote the best in art. Service Costs You Nothing. Free Portfolio You pay no fees, dues or postage. You pay only the special Club price for the pictures and, because the Club publishes the pictures, this is much less than you would have to pay if you purchased the pictures separately in the stores. There are still available a few Charter Memberships. Charter Mem bers receive free a maroon Spanish leather finish fabrikoid portfolio of beautiful workmanship stamped with an Italian Renaissance design in gold. As a special feature Charter Members' names are stamped on in gold. Details inFree Illustrated Bulletin A Three Months' Trial Membership has been arranged. Send now for the free illustrated 32-page Introductory Bulletin outlining the simple details of the plan. The Bulletin shows a few famous paintings from which the Club will choose. Mail the coupon for the FREE Bulletin now while Charter Memberships are still open. STHE " PICTURE "" A MONTH "" CLUB, lac., " 2016 ' Wanut Street, " Philadelphia, Pa. SYes, I am in terested in The " Picture a Month Club. Please send Sme by mail your Illustrated 82-page Bulletin giving com " plete details. It is un derstood that this is free Sand that there is no -m m ====t obligation. N.G .11-30 I Mr. a Mrs.............................. * Miss Please write plainly or print. m Address ..........................