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We recently added a classic Eversharp Doric Junior to our vintage pens collection, and it is striking how handsome it remains, despite a great deal of wear. The layers of transluscent greens still flash through history as if impervious to age.
Here is the page from the 1932 Everharp catalog that shows the very Doric Junior model we carry. Notice how this rep’s catalog is color but most of the pen ads are black and white. With such beautiful pens, why weren’t all their ads color?
This made it surprising for me to have difficulty finding color advertising for these remarkable pens. True, the Depression was savaging America during the time these pens were produced. Also true, color ads were and are not cheap compared to black and white ads.
Nevertheless, the one thing that really stands out on the Doric compared to any other pen Sheaffer, Parker and Waterman had in production was the vibrant color and patterns in these pens. You would think they would want to make that the most prominent feature in the ad.
This page from the 1932 Eversharp catalog shows the very pen we now carry. It lists the color as Kashmir Pearl. The catalog itself is in color, which would have helped sell it to pen shops around the country. Yet, the print ad below it, which was published in “Time” magazine in 1935 is like all of the Doric ads my search turned up…black and white.
Here’s an Eversharp Doric ad featured in Time Magazine back in 1935. Despite the cool adjustable nib, wouldn’t you agree the color version would have helped sell many more pens?
Not once mentioning the colors of the pen, it tauts a never-leak safety seal of some kind. That would have been an especially important feature on the pen at the time, but the only leak preventer I see in the pen is the inner cap, which most major brands had dating at least back into the 1920s.
Also peculiar is that the ad states the pen holds more ink. The Parker Vacumatic more successfully lays claim to that than any other pen that decade. ANNND, it never mentions the adjustable nib prominently featured in the illustration. That adjuster was supposed to help the pen write thinner and thicker lines, a feature you’d think Eversharp would be shouting to anyone in hear shot.
Then again, just listen to the radio or watch TV, and we still have ample ads that don’t discuss the product’s best features. Heck, sometimes, you can’t even tell what they’re trying to sell.
