From the Gibson Website in the History section:
1903-World War I Gibson dominates the mandolin world in the golden age of the mandolin orchestra. Refinements such as a smaller size, rounded back and elevated pickguard, combined with aggressive marketing, make Gibson the leading mandolin maker. Gibson bypasses the conventional retail network by enlisting music teachers as "teacher agents." Gibson encourages and supports teacher-agents in forming mandolin orchestras and features photos of ensembles in ads and catalogs over the caption "Every One a Gibson-ite."
1921 Gibson employee Ted McHugh, a woodworker who had sung in a group with Orville Gibson, invents two of the most important innovations in guitar history: the adjustable truss rod and the height-adjustable bridge. All Gibson instruments are still equipped with McHugh’s truss rod, and traditional jazz guitars still utilize the bridge he designed.
1922 Gibson introduces the F-5 mandolin and L-5 guitar. World War I killed off the mandolin orchestra and given rise to the tenor banjo, threatening Gibson’s existence as a mandolin maker. In an effort to revive the mandolin, Gibson acoustic engineer Lloyd Loar designs the ultimate mandolin, the F-5. Its new features include f-holes, a longer neck and hand-tuned top, tone bars and f-holes. As a companion member of the Style 5 family, he designs the L-5 guitar. Loar and his creations will become legendary, but Gibson almost goes bankrupt, and Loar resigns late in 1924.
Page 21 Gibson Mandolin Catalog M: See right side second photo from bottom
I recently discovered that this photo of my Great grandfather's Mandolin Orchestra appears on page 21 of the Gibson "M" catalog, published in 1921, confirming my theory that he (Joseph L. Ivers) was a Gibson "teacher-agent" or dealer, and that this photo was part of the "Everyone a Gibsonite" marketing campaign. Some of these instruments are still owned and played by Ivers family members. For example, my father Robert Ivers still plays the 1914 F4 in the center played by my Great Grandmother Mary Ivers in this photo. He also owns a 1921 H2 Mandola, no doubt pictured brand spanking new somewhere in this photo. I would love to try to contact other family members to see where some of these other instruments ended up.
Water Color "Grandfather's Mandolin" by Robert Ivers of Gibson F-4 #24532
Water Color Of My Great Grand Father's F4 painted by my Father, Robert Ivers. Look !!!!!!! Notice unintended ghost image of my Great Grandfather Joseph Ivers in upper left !
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