Page 4 gives descriptions of three Fender solid body guitars, with the accompanying image on the next page. These are the single pickup Fender Esquire, the dual pickup Fender Telecaster, and the final catalog appearance of the Electric 12-String. Several versions of each of these guitars were listed in 1969, with differing levels of ornamentation and fretboard woods.
In May 1969 the standard price of the Esquire was $224.50 in blonde finish with a maple fretboard, rising to $259.50 for the Esquire Custom, which had a nice sunburst finish and white binding, and $272.50 for other custom finishes. Likewise the Telecaster was available in several configurations. The basic unbound blonde Tele was listed at $269.50, or $279.50 with a maple fretboard; the Sunburst Telecaster Custom (with bound body) $299.50. Two other variants of the Telecaster are listed in the May 1969 Fender price list that are not mentioned here: a Paisley / Floral finished Tele also at $299.50, and the solid Rosewood Tele at $375.
These were, of course, the base prices, and optional extras were available for all Esquire and Telecaster guitars. A Bigsby tremolo was available for an additional $55, a maple fretboard or DuPont custom finish for an extra 5%, left handed models an extra 10%, gold plated hardware an extra 15%. Note that the standard Telecaster neck width was 1 5/8", though 1 1/2" and 1 3/4" necks are described here by special order.
The Fender Electric XII is not listed in 1969 Fender price lists, but had a late 1968 price of $329.50 with a sunburst finish, or $346 for Custom / Blonde finish.
US prices excluding cases (typically $62.50 extra).
When it's time for a session... a first side, a flip side, or a fiftieth album... musicians select one of the fender classics: Telecaster, Telecaster with Bigsby Tremolo, Esquire or 12-string Electric. When the pros are there, so is Fender. Sound men on both sides of the mike agree, with a Fender, it's a hit.
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