GOODWIN GRANGER ADVERTISING IN THE 3RD ERA (1927 – 1929)
In a short 3-year period, Goodwin Granger created a prolific amount of advertisements for rods of the 3rd Era. The company re-incorporated from “Goodwin Granger & Co” to “Goodwin Granger Company” and may account for the increased ad volume. Several of the ads list the full product lineup that included the “Granger Rod”, “Goodwin Rod”, “Denver Special” and “Colorado Special”.
Ads from 1927 typically focused on what an “extraordinary value” these rods are to the fisherman. Especially with the announcement of “reduced prices” from the previous era. Fly rods were now priced between $12.50 – $40. Granger was also extremely proud of their 1927 full color catalog as referenced in their call-to-action: “Our new 1927 catalog—the classiest little fishing rod catalog you ever saw—depicting our rods in actual colors of windings and finishes, and showing how and where these rods are made—is yours for the asking.”
Many of the ads from 1928 & 1929 depict various stages of the build process with photos from the Granger factory floor. These photos appeared together in a Scientific American article (May 1929) highlighting the various stages of Granger rod production.
All ads list “GOODWIN GRANGER COMPANY” as the business entity and the addresses show a change in location from the “Corner of Broadway & Virginia, Denver, Colorado” to the “Grant St, Denver, Colorado” location.
You might notice that a different street number was assigned to each publication on all Granger ads. This was done to accurately track the responses for the same ad across different publications.