“IT WAS THE best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair.”
The preceding quote is the introduction to Charles Dickens’ immortal classic A Tale of Two Cities, set in Paris and London around the time of the French Revolution, but it’s also a pretty damn accurate description of the state of the guitar industry during the Seventies. That decade is commonly disparaged as a depressing era when the industry’s leading manufacturers produced some of their worst guitar models, which is not entirely untrue, but it also was an auspicious period when exciting new guitar companies emerged and amp and effect technology rapidly advanced.
The decline of America’s biggest guitar companies during the Seventies was essentially a hangover from the overambitious reaction to the Beatlemania-inspired guitar boom of the Sixties. Hoping to cash in on the phenomenon, major corporations purchased America’s biggest guitar companies, with CBS buying Fender, Norlin purchasing Gibson and Baldwin taking over Gretsch. Although the electric guitar remained massively popular during the Seventies, sales dropped rather steeply from the staggering heights of the Sixties peak.
In typical corporate fashion, management typically believed that the accounting department’s cost-cutting measures were a more effective means of maximizing profits than investments in better materials, tools and craftsmanship, and quality took a hit as a result.
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