From late 1970, Epiphone guitar production was subcontracted to Aria, and produced at the Matsumoku plant in Japan, after many years of manufacture in the USA. This brochure is the first to show the new imported line of electric and acoustic Epiphone guitars. Although the first batch of sheets are dated 1971, they were most likely prepared and printed in 1970, probably before the October 1970 price list. Many of these guitars were based on existing models available from Aria, and were given the same model designations.
Although dated ©1971, these sheets would appear to have been prepared in late 1970. The 13 inserts here are the same 13 guitars listed in the October 1st 1970 Epiphone price list.
By 1971 the range had expanded somewhat, but with new additions given the more up-to-date model designations. These five sheets were most likely not printed at the same time, but all in 1971 - and they are dated as such. Together, they bring the total number of instruments to 17. None of these models were included in the October 1970 Epiphone price list.
All series 1 inserts were redesigned in late 1971, with all guitars re-photographed (note the Epiphone 'E' logo on scratchplates), new models added, and the newer model designations used. This series, although still with a black and white instrument, colour codes the background: green for 12-strings, orange for electrics, brown for flattops and blue for classical acoustics. The inserts in this batch are dated © 1972, but again, most likely prepared and printed late in 1971.
This insert is dated © 1972, but again, most likely prepared and printed late in 1971.
The final four sheets in this folder were all prepared and printed in 1972, representing new additions to the Epiphone line.
This 'catalog' was actually a folder, with separate inserts for each instrument. With the range so new, this design made perfect sense, allowing the addition (or removal) of models as the line expanded. Initially, the folder contained 13 sheets, detailing two electric guitars, two basses, seven acoustics, and two twelve string acoustics.
In 1971, and later in 1972, extra sheets were issued, some adding new models, others updating older sheets with new model names, and updated images.
The inserts shown here (as with just about all Gibson and Epiphone literature) have a print number, which gives us an order in which they were produced, as well as a year code. They are reproduced in this order, which also (roughly) corresponds with the order in which the individual models appear in the early 1970s Epiphone price lists.
No issue of this folder would have included all of the inserts shown here. Generally the first series or the second series, with or without additions depending on the exact date it was issued. It is possible that other sheets not reproduced here were also distributed in small numbers.
The folder itself was six panels, with just three sides printed. Dimensions 10 1/4" x 8 1/4".
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