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.
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.
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.
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.
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.
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The Armourers Bench 