Long after this catalog was printed and sent to its' original owner, I watched the February 9, 1964 performance of The Beatles on the Ed Sullivan Show. Probably by the next day, because I saw that oversized logo, I became a Ludwig fan.
Walberg & Auge traced its history back to 1903. They were a retail store and factory in Wooster, Massachusetts, that became more famous as a supplier of hardware items to all the major drum companies.
In the beginning, they made drums and traps and used the trade name - Perfection. In the featured and undated catalog from the late 60s, W & A, as they were known, listed their accomplishments.
I was a teenager when this catalog was released in 1963. One could make the argument that Gene Krupa's glory days were behind him, although he was only 54 years old. The Beatle era was about to explode on the scene and it introduced a brand new crop of drum heroes to watch and imitate. But I have come to love Gene Krupa. He was America's first drum star and the man who brought the modern set to us, and took the drummer from the back, and in the shadows, to upfront and in the spotlight. Management at Slingerland loved Gene, too, and from the start. He sold a lot of drums and sets for them, starting about 1935, and, oh how those buyers wanted white marine pearl Radio Kings above all other brands. Slingerland paid Gene a royalty of three quarters of one per cent of gross annual sales and they put his movie star good-looking face on every catalog until 1969.
I love Rogers drums from the Swivo-Matic era, and so we look around and can find catalogs from the end of the 50s through the balance of the Ohio factory days, and through the California factory period. As far as I know, two advertising pieces are also in collectors' hands...a 1938 catalog and a two pages flyer from 1940. There may be other one or two page advertising pieces out there. What about all the other years? I can't give a definitive total answer, but I now think I can give a partial answer.