American Guitar Marketing

Americans did not invent the guitar.

They did invent the electric guitar.

They invented guitar effects and guitar pedals.

What part of the cultural impact do we always leave out? Marketing.

The agreement between Gibson and Montgomery Ward dates to 1929. Without Wards, Gibson would have died during the Great Depression. Montgomery Ward’s 1934-’35 Fall-Winter catalog listed five Gibson-built instruments including two banjos, two flat-top guitars, and a mandolin, with every instrument in the $10-$25 price range. As a result, in 1935, Gibson shipped almost 1,000 instruments – 12 percent of Gibson’s output – to nine Montgomery Ward locations around the country and none of the instruments carried the Gibson name.

Gibson made Wards Guitars

The relationship continued. We see these instruments at guitar shows occasionally.They are very collectable.

Here is a 1959 offering:

Gibson Made Wards Guitars

We love the innovation. We love the craftsmanship.

We always overlook the marketing even though the impact is huge.

I look forward to the day when a vintage Wards guitar gets in front of our cameras. Please subscribe to our YouTube channel and watch this episode featuring the first electric guitar.