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Like a lot of things, it seems that the Americans’ efforts to encourage the Brits to become an extra State of the Union were extended to the gramophone. I have not, so far, found an absolute link, but the coincidence of the name, and Columbia machines, seem to suggest that the advert, and premises, are of an offshoot from the American firm. The reference to other branches shown at the bottom of the ad indicates a substantial company rather than a “one-man-band”.
The concept of giving away the gramophone but ensuring that you have to buy discs from the donor is referred to as “razor and blade sales”. I always wondered why Gillette blades had those funny piercings down the centre. It seems unlikely that this method of selling was adopted here as the advertisement would surely have mentioned it.