Vintage Guitar - January 2018 - open - 44

of Tone Producers in Gibson
instruments beginning in 1922.
Additionally, the September
'24 issue of Music Trades Review
contains a Gibson ad indicating
the company was a distributor for
Virzi violins.
Loar's early training as a violinist certainly provided opportunity
for outside influence. Furthermore,
his renowned status may well have been
a contrivance of Gibson's flamboyant
general manager, Lewis A. Williams, an
original partner in the Gibson company.
Williams (1878-1951) started with the
company in 1902 as sales manager, and
became general manager in '17, following
the death of Sylvo Reams. He was a gifted
marketer who created the dense, flowery
prose in early catalogs. One example in
the 1921 catalog references the superiority of the harp-guitar over the regular
guitar: "By the consent of all, he was fit to
discriminate if he had not discriminated. The mighty Bach and
his contemporaries could
not be persuaded to leave
the harpsichord with
its inferior capacity
and power of expression for the piano, yet
where is the harpsichord
today? Death alone saved
Bach from ridicule of the
then rising generation,
for time and the piano
proved Bach's satisfaction and joys
were but cheats
that held him
w it h i n na rrow limits and
belittled his
gratifications
by hed g i ng
h is music a l
aspiration and
inspiration with
an instrument of
but dwarfed compensation. Then,
it was harpsichord
versus piano; now it is
guitar versus harp-guitar!
Bach's antiquated instrument
is today but a museum curiosity and
would remain such even if the mighty Bach
himself were here to play it."
Williams, a self-proclaimed "go-getter,"
was responsible in large part for Gibson's
success in its first two decades of existence.

A 1921 inventory shows his
office contained many books,
among them, Scientific Office
Management, How to be Personally
Efficient, and Reading Character at
Sight. But even more telling are two
other volumes - Violin Making, by
Elias Howe and Violin Making, by
Walter H. Mayson.
Loar's connection to Gibson originated in 1906 when he purchased an F-3
mandolin for personal use. By 1911, he
was a Gibson endorser, and by '14 was
occasionally performing as a member
of The Gibsonians. His friendship with
Williams likely dated to this period.
Following his return from Red Cross
service in France during World War
I, Loar was hired by Williams as the
"acoustic engineer," a title never before
bestowed on a musical-instrument company employee - and one for which there
was no credible scientific training at the
time. In many ways, Loar was the perfect
prop - a known performer and educator
with an excellent reputation as an intellectual in the fretted-instrument community. After a
Gibson Master
grooming period,
Model F-5
Loar was brought
to further prominence through a series
of academically-toned
essays he authored for
the company's Sounding Board Salesman
publication and
public lectures
a rou nd t he
country.
Though
k now n as
the"acoustic
engineer," the
function did
not consume
much of his
time. Factory
documents
reveal Williams had
to find other
jobs to keep Loar busy,
including working at
various times as credit manager, purchasing agent, repair
manager, and production manager.
As further evidence that Williams viewed
Loar as a marketing tool, he was allowed to
be absent from the factory during July and
August each year, in order that he might tour.

VINTAGE GUITAR

44

January 2018

Gibson promoted the violin-like construction of
its instruments even after the departure of Lewis
Williams and Lloyd Loar. This 1927 catalog
announces "The Principle of Stradivarius Arching
and Graduation Applied to Fretted Instruments."

Also, an "experimental lab" was created for
him in the northwest corner of the second
floor of the factory. The '21 inventory shows
that it contained ordinary office furniture
and hand tools. Loar also had time to dream
up his 10-string mando-viola, an unusual
instrument Gibson evidently declined to
place into production. Even the signing and
dating of the famous Master Model labels
(another brilliant marketing idea) was done
in quantity then installed as needed, as
evidenced by the fact they appear in an outof-date-order sequence compared to serial
numbers, as well as the fact only 34 signing
dates appear on the labels covering the 300
total Master Model instruments.
Loar's obituary in Fretted Instrument
News magazine provides insight to the
way he was viewed by contemporaries. It
describes him as a quiet man, classically
trained musician, concert artist, and educator. His tenure at Gibson is briefly mentioned but without reference to the Master
Model instruments. His accomplishments
as a violinist are included, but there's no
reference to the mandolin. To date, no
known recordings have surfaced with
Loar as performer, and the obit indicates
he was simply a well-liked and capable
classical musician. Many of his published


http://www.vintageguitar.com

Table of Contents for the Digital Edition of Vintage Guitar - January 2018 - open

Contents
Vintage Guitar - January 2018 - open - Cover
Vintage Guitar - January 2018 - open - IFC
Vintage Guitar - January 2018 - open - 3
Vintage Guitar - January 2018 - open - 4
Vintage Guitar - January 2018 - open - 5
Vintage Guitar - January 2018 - open - 6
Vintage Guitar - January 2018 - open - 7
Vintage Guitar - January 2018 - open - 8
Vintage Guitar - January 2018 - open - 9
Vintage Guitar - January 2018 - open - Contents
Vintage Guitar - January 2018 - open - 11
Vintage Guitar - January 2018 - open - 12
Vintage Guitar - January 2018 - open - 13
Vintage Guitar - January 2018 - open - 14
Vintage Guitar - January 2018 - open - 15
Vintage Guitar - January 2018 - open - 16
Vintage Guitar - January 2018 - open - 17
Vintage Guitar - January 2018 - open - 18
Vintage Guitar - January 2018 - open - 19
Vintage Guitar - January 2018 - open - 20
Vintage Guitar - January 2018 - open - 21
Vintage Guitar - January 2018 - open - 22
Vintage Guitar - January 2018 - open - 23
Vintage Guitar - January 2018 - open - 24
Vintage Guitar - January 2018 - open - 25
Vintage Guitar - January 2018 - open - 26
Vintage Guitar - January 2018 - open - 27
Vintage Guitar - January 2018 - open - 28
Vintage Guitar - January 2018 - open - 29
Vintage Guitar - January 2018 - open - 30
Vintage Guitar - January 2018 - open - 31
Vintage Guitar - January 2018 - open - 32
Vintage Guitar - January 2018 - open - 33
Vintage Guitar - January 2018 - open - 34
Vintage Guitar - January 2018 - open - 35
Vintage Guitar - January 2018 - open - 36
Vintage Guitar - January 2018 - open - 37
Vintage Guitar - January 2018 - open - 38
Vintage Guitar - January 2018 - open - 39
Vintage Guitar - January 2018 - open - 40
Vintage Guitar - January 2018 - open - 41
Vintage Guitar - January 2018 - open - 42
Vintage Guitar - January 2018 - open - 43
Vintage Guitar - January 2018 - open - 44
Vintage Guitar - January 2018 - open - 45
Vintage Guitar - January 2018 - open - 46
Vintage Guitar - January 2018 - open - 47
Vintage Guitar - January 2018 - open - 48
Vintage Guitar - January 2018 - open - 49
Vintage Guitar - January 2018 - open - 50
Vintage Guitar - January 2018 - open - 51
Vintage Guitar - January 2018 - open - 52
Vintage Guitar - January 2018 - open - 53
Vintage Guitar - January 2018 - open - 54
Vintage Guitar - January 2018 - open - 55
Vintage Guitar - January 2018 - open - 56
Vintage Guitar - January 2018 - open - 57
Vintage Guitar - January 2018 - open - 58
Vintage Guitar - January 2018 - open - 59
Vintage Guitar - January 2018 - open - 60
Vintage Guitar - January 2018 - open - 61
Vintage Guitar - January 2018 - open - 62
Vintage Guitar - January 2018 - open - 63
Vintage Guitar - January 2018 - open - 64
Vintage Guitar - January 2018 - open - 65
Vintage Guitar - January 2018 - open - 66
Vintage Guitar - January 2018 - open - 67
Vintage Guitar - January 2018 - open - 68
Vintage Guitar - January 2018 - open - 69
Vintage Guitar - January 2018 - open - 70
Vintage Guitar - January 2018 - open - 71
Vintage Guitar - January 2018 - open - 72
Vintage Guitar - January 2018 - open - 73
Vintage Guitar - January 2018 - open - 74
Vintage Guitar - January 2018 - open - 75
Vintage Guitar - January 2018 - open - 76
Vintage Guitar - January 2018 - open - 77
Vintage Guitar - January 2018 - open - 78
Vintage Guitar - January 2018 - open - 79
Vintage Guitar - January 2018 - open - 80
Vintage Guitar - January 2018 - open - 81
Vintage Guitar - January 2018 - open - 82
Vintage Guitar - January 2018 - open - 83
Vintage Guitar - January 2018 - open - 84
Vintage Guitar - January 2018 - open - 85
Vintage Guitar - January 2018 - open - 86
Vintage Guitar - January 2018 - open - 87
Vintage Guitar - January 2018 - open - 88
Vintage Guitar - January 2018 - open - 89
Vintage Guitar - January 2018 - open - 90
Vintage Guitar - January 2018 - open - 91
Vintage Guitar - January 2018 - open - 92
Vintage Guitar - January 2018 - open - 93
Vintage Guitar - January 2018 - open - 94
Vintage Guitar - January 2018 - open - 95
Vintage Guitar - January 2018 - open - 96
Vintage Guitar - January 2018 - open - 97
Vintage Guitar - January 2018 - open - 98
Vintage Guitar - January 2018 - open - 99
Vintage Guitar - January 2018 - open - 100
Vintage Guitar - January 2018 - open - 101
Vintage Guitar - January 2018 - open - 102
Vintage Guitar - January 2018 - open - 103
Vintage Guitar - January 2018 - open - 104
Vintage Guitar - January 2018 - open - 105
Vintage Guitar - January 2018 - open - 106
Vintage Guitar - January 2018 - open - 107
Vintage Guitar - January 2018 - open - 108
Vintage Guitar - January 2018 - open - 109
Vintage Guitar - January 2018 - open - 110
Vintage Guitar - January 2018 - open - 111
Vintage Guitar - January 2018 - open - 112
Vintage Guitar - January 2018 - open - 113
Vintage Guitar - January 2018 - open - 114
Vintage Guitar - January 2018 - open - 115
Vintage Guitar - January 2018 - open - 116
Vintage Guitar - January 2018 - open - 117
Vintage Guitar - January 2018 - open - 118
Vintage Guitar - January 2018 - open - 119
Vintage Guitar - January 2018 - open - 120
Vintage Guitar - January 2018 - open - 121
Vintage Guitar - January 2018 - open - 122
Vintage Guitar - January 2018 - open - 123
Vintage Guitar - January 2018 - open - 124
Vintage Guitar - January 2018 - open - 125
Vintage Guitar - January 2018 - open - 126
Vintage Guitar - January 2018 - open - 127
Vintage Guitar - January 2018 - open - 128
Vintage Guitar - January 2018 - open - 129
Vintage Guitar - January 2018 - open - 130
Vintage Guitar - January 2018 - open - 131
Vintage Guitar - January 2018 - open - 132
Vintage Guitar - January 2018 - open - 133
Vintage Guitar - January 2018 - open - 134
Vintage Guitar - January 2018 - open - 135
Vintage Guitar - January 2018 - open - 136
Vintage Guitar - January 2018 - open - 137
Vintage Guitar - January 2018 - open - 138
Vintage Guitar - January 2018 - open - IBC
Vintage Guitar - January 2018 - open - BC
http://www.nxtbook.com/nxtbooks/vintageguitar/201903_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201902_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201901_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201812_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201811_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201810_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201809_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201808_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201807_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201805_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201804_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201803_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201802_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201801_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/2018priceguide_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201712_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201711_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201710_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201709_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201708_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201707_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201706_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201705_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201704_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201703_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201702_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201701_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201612_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201611_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201609_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201607_v2
http://www.nxtbook.com/nxtbooks/vintageguitar/201606_v2
http://www.nxtbookMEDIA.com