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The Catalog Blog

Cool things from 20th-century American Catalogs

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Category: Tools of the Trades

“Who knocked the 'L' out of Kliegl?”
Posted on January 25, 2018January 28, 2018

Kliegl Lighting Catalog, 1926
“Who knocked the 'L' out of Kliegl?”

The company that made them has been out of business now for more than 2 decades, but within the film industry and some theatrical circles, the term “Klieg Light” is still familiar jargon. Klieg(l) lights were (are) the powerfully bright spotlights and floodlights used for film studio work and stage productions… Continue reading “Who knocked the 'L' out of Kliegl?”

“Quick, Watson, get me the Supreme Diagnomoscope”
Posted on October 23, 2017April 18, 2018

Allied Radio, 1937
“Quick, Watson, get me the Supreme Diagnomoscope”

The Diagnomoscope: what a great name for, well, whatever this gadget is. Sounds like something out of an early science fiction movie. (Looks like it, too, all streamlined curves like a 1930’s automobile hood.) In fact it’s… Continue reading “Quick, Watson, get me the Supreme Diagnomoscope”

What the Well-Dressed WAC will Wear…
Posted on October 9, 2017October 22, 2017

Army Catalog, 1943
What the Well-Dressed WAC will Wear…

1943. World War II. Suddenly there are females now serving the war effort – the Women’s Army Corps, or “WACs”. This Quartermasters’ catalog devotes page after page to official regulation supplies for the new female Army personnel… Continue reading What the Well-Dressed WAC will Wear…

“Everything but the Cow”
Posted on September 7, 2017October 22, 2017

Meyer-Blanke, 1930
“Everything but the Cow”

Meyer-Blanke Farm Dairy Supply Catalog, 1930: “Everything but the Cow” – what a great slogan! Both memorable and accurate, based on this 1929/1930 catalog. Continue reading “Everything but the Cow”

Meat by Mail
Posted on August 31, 2017October 22, 2017

John Smyth, 1909
Meat by Mail

John B Smyth was a Chicago wholesaler of nearly everything you would need to stock a turn-of-the-20th-century general store. They offered tinned foods, teas, cigars, chocolates, soaps, dried fruits, housewares, shoe polish – even “Rump Butt Beef”…. Continue reading Meat by Mail

This Black Leather Team Harness will handle any farm job
Posted on August 14, 2017October 22, 2017

Brown Fence and Wire, 1941
This Black Leather Team Harness will handle any farm job

The Brown Fence and Wire Company, 1941: This page is eye-catching as much for the date as for the subject matter. It’s early 1941 and this moment, over half of American farms still didn’t have electricity…. Continue reading This Black Leather Team Harness will handle any farm job

The Sounds of Silents
Posted on August 7, 2017October 22, 2017

Whittle Music, 1927
The Sounds of Silents

Need the sound of a cow for your next silent movie? A fly? A dog? A horse? How about an interurban train whistle or a baby’s cry? All available in this 1920’s Whittle Music catalog… Continue reading The Sounds of Silents

The Beauty of Selling
Posted on June 19, 2017June 18, 2017

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The Beauty of Selling

Spors Book of Bargains, 1939: They didn’t call it the Great Depression for nothing. You leaf through a catalog like this one and you can feel the hunger and the desperation that the Spors Company promised to address… Continue reading The Beauty of Selling

Delivers a stunning blow without crushing or fracturing the skull
Posted on June 12, 2017June 14, 2017

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Delivers a stunning blow without crushing or fracturing the skull

W.S. Darley Police Equipment catalog, 1961: The Darley catalog enthusiastically, even lovingly, described the different clubs, handcuffs, straight jackets, body bags, lie detectors, guns, badges, and other law enforcement tools. Zoom in to read the copy, and we’ll come back to other pages in the future… Continue reading Delivers a stunning blow without crushing or fracturing the skull

Catalog of Secrets
Posted on May 22, 2017May 21, 2017

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Catalog of Secrets

For our next trick, the Heaney Magic Company, 1924. Have no illusions – even Magicians consulted catalogs in the 20th century. Here the audience members’ three chosen cards are impaled at sword-point. Continue reading Catalog of Secrets

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We're celebrating all the abundance and excitement found in vintage 20th century American catalogs: the exotic, the fashionable, the surprising, the latest, the coolest, the cheapest, the oddest, the choices.

Not just Sears and Montgomery Wards, You could buy anything from a catalog in the 20th century: from a box of raisins to a house, from a computer to a car, from a billy club to an inflatable brassiere. The old-time printed catalogues which arrived in the mailbox showed the 20th-century American Consumer just how to consume.

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