Old Gun Ads: How Did Colt Advertise Its Guns?

In this video we’re taking a look at something very rare, a pre-1911 catalogue produced by Colt. But it isn’t a catalogue to order guns from. Instead, it’s a catalogue to order gun advertisements from! Old firearms ad from this period are fascinating and give us an insight into who markets company’s were aiming their products at.

The catalogue includes illustrations of pistols and entire print ads which could be printed locally. It covers most of the commercial Colt line ranging from Colt Model 1908 Vest Pocket pistols, to Colt Police Positive revolvers and Colt’s military automatic pistols.

New fangled Colt automatics (Matthew Moss)

The catalogue’s introduction explains Colt’s advertising strategy, saying:

“we advertise in the big national mediums to CREATE A DEMAND ON YOU for our arms; these advertisements are read by thousands of perspective customers IN YOUR LOCALITY, therefore YOU can obtain the benefit of SALE by local advertising.” It’s a sound enough strategy.

My favourite ad, featuring Browning’s Colt M1895 machine gun (Matthew Moss)

Only one ad includes a Colt product that isn’t a pistol. The ad above features an illustration which includes John Browning’s first machine gun, the Colt-produced Model 1895. It’s an evocative advert including revolvers, a semi-automatic pistol and the 1895.

Colt Model 1907 Military pistols, the predecessor of the 1911 (Matthew Moss)

One of my favourite parts of the catalogue covers Colt’s burgeoning automatic pistol line. This section actually helps us date the catalogue as there are no 1911s. It includes the Colt 1907 Military, the Colt 1902 Military, the Colt 1903 Pocket Hammer and the Colt 1903/1908 Pocket Hammerless automatic pistols.

Some of the illustrations of Colt’s revolvers available for printing (Matthew Moss)

The catalogue includes printable illustrations of the Colt ‘New Service’, the Colt ‘Army Special’, the Officers Model Target, the Police Positive Special, Police Positive and Police Positive Target. As well as some classics, with a full page of Colt Single Action Army revolvers.

Some cutaway diagrams of the Colt Pocket Hammerless (Matthew Moss)

The Colt advertisement catalogue is now part of our reference collection and we were able to bring this video/article thanks to the support of our Patrons. We have many more videos on important and interesting primary source materials in the works. If you enjoy our work please consider supporting us via Patreon for just a $1. Find out more here.

Check out videos on items from our reference collection here.

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