I found this advert in the 'Sydenham, Forest Hill & Penge Gazette' dated 27th September 1929:
“HOLDRON'S of PECKHAM - TALENT CONTEST - Columbia Records - IF YOU SING, RECITE, ENTERTAIN OR PLAY, GRASP THIS OFFER - YOU MAY WIN FAME! But you must act at once. This great Contest takes place during the week October 7th to October 12th at Holdron's. It is a great opportunity to win fame and fortune. All talented people, professional or amateur, living in all the South East Districts of London (S.E.1 to S.E.27) and including the County of Kent, are eligible. Entries MUST be in by Tuesday, October 1st. —a chance of a recording contract for Columbia. —public auditions. —a board of judges with audience as jury. —test records to be made in London with a view to selecting artistes for Columbia. Consolation Prizes in value from three guineas to half-a-guinea. Representatives will be present from the British Broadcasting Corporation and the Imperial League of Opera. A unique opportunity with valuable prizes and prospects. FULL on personal application to Holdron's Radio Gramophone Department, or by post from H. HOLDRON, Ltd., Rye Lane, Peckham, S.E.15. Please mark envelopes 'Columbia'.”
“HOLDRON'S of PECKHAM - TALENT CONTEST - Columbia Records - IF YOU SING, RECITE, ENTERTAIN OR PLAY, GRASP THIS OFFER - YOU MAY WIN FAME! But you must act at once. This great Contest takes place during the week October 7th to October 12th at Holdron's. It is a great opportunity to win fame and fortune. All talented people, professional or amateur, living in all the South East Districts of London (S.E.1 to S.E.27) and including the County of Kent, are eligible. Entries MUST be in by Tuesday, October 1st. —a chance of a recording contract for Columbia. —public auditions. —a board of judges with audience as jury. —test records to be made in London with a view to selecting artistes for Columbia. Consolation Prizes in value from three guineas to half-a-guinea. Representatives will be present from the British Broadcasting Corporation and the Imperial League of Opera. A unique opportunity with valuable prizes and prospects. FULL on personal application to Holdron's Radio Gramophone Department, or by post from H. HOLDRON, Ltd., Rye Lane, Peckham, S.E.15. Please mark envelopes 'Columbia'.”