Tracing Caterpillar's history through advertising
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- Published on Thursday, 05 September 2013 13:42
- Written by Paul Gordon
Caterpillar Inc.'s history in central Illinois is well-documented in books and pictures, newspaper and magazine stories and even in the machines people collect.
Mark Johnson, a retired Caterpillar marketing employee who is the current president of the Peoria Historical Society, has been documenting the company's history in a little different way: through the advertisements for products made by Caterpillar and its predecessor companies since 1915.
Those antique advertisements will be displayed throughout the next four Septembers at the Peoria Public Library in an exhibit titled "The Art of the Sell." The first display is now in place in the lower level gallery of the library Main Branch in downtown Peoria and will remain through Sept. 30. It can be viewed during the library's regular hours of 9 a.m. to 6 p.m. There is no charge.
The first exhibit displays ads from 1915 through 1930, with most of them placed by the predecessor companies of Holt Manufacturing Co., C.L. Best Gas Traction Company and C.L. Best Tractor Company. Caterpillar was formed in 1925.
Johnson, who retired in 2009 after 37 years at Caterpillar, began collecting in 1996, mostly as a way to keep up with his wife.
"My wife started collecting a certain type of China that was produced in eastern Tennessee. We started stopping at antique shops and the like in our travels. So I thought since we were making those stops anyway that I would come up with something to collect for myself. Since I worked for Caterpillar, I figured it might as well be something Cat-related," Johnson said.
He came across several of the antique advertisements and began collecting. "I came across a lot of antique dealers who had old ads from different magazines. Some of the magazines the ads were in were kind of surprising at first because nowadays the company mostly advertises in trade publications. But back then, they were in a lot of different magazines," Johnson said.
"These very early ads not only focus on introducing a new machine (the track-type tractor) to the general public, but also focus on how these new machines were being put to use by customers across the world," he added. "The ads also demonstrate how the focus on engineering innovation, high quality and very flexible products, and an understanding of customer requirements created a lasting legacy for the company. From a historical perspective, these ads provide insight into the transformation of the American society to a mechanized and industrial economical powerhouse."
"The Art of the Sell" will be displayed throughout September this year and the next three years as Johnson will display antique ads from different eras of Caterpillar's history.
Next year's exhibit will feature ads from 1931 to 1945, covering the World War II years when Caterpillar machines were a large part of the American war effort. "These ads are very interesting because they address an involvement of patriotic spirit in the war effort that is very engaging," Johnson said.
In 2015 the exhibit will focus on ads from 1946 through 1960. "These are significant because it was during then that the Eisenhower Interstate System was started and Caterpillar had a very large part of that. There is probably nothing that more improved the safety of Americans while helping the country's economic prosperity," he said.
The September 2016 exhibit will feature ads from 1961 through 1980, including many that ran in National Geographic magazine. That's significant because of Caterpillar's growth on a global scale, helping many countries to develop. "It was during that time the saying came out that 'There are no easy solutions, just intelligent choices.' That is still pertinent today," Johnson said.
His collection stops in 1980 because it was about that time Caterpillar changed its advertising approach and placed ads mostly in construction trade publications in order to sell to the customers that use the machines daily.
Johnson, who retired from Caterpillar in 2009 after a 37-year career, continues searching for antique Caterpillar ads whenever he can. He has been able to find and purchase many ads on eBay, which he said has become popular among memorabilia dealers and collectors alike. "On a given day you're likely to find 500 old Caterpillar ads listed," he said.
He added that he feels comfortable buying on eBay. "I've never had a bad experience from a dealer on eBay," he said.
Johnson said he believes the ads will be of interest to Peorians because of Caterpillar's influence on and importance to central Illinois, particularly to those interested in local history.
He doesn't sell from his collection and has never had it evaluated because that's not why he's doing it. "I do it because I enjoy it. I enjoy history," he said.
A public reception is planned at the library from 1 to 3 p.m. Saturday, Sept. 14. Johnson will talk about the exhibit and other speakers will include Nicole Thaxton, Caterpillar's archivist, and advertising experts will discuss the perspective of advertising in the past.
