1951 EASTERN AUTO
Eastern Auto Supply has been in business sine 1919. In the third issue of Hop Up, October 1951, the company was subject of the Meet the advertisers article.
1951, Custom Restyling was booming like never before and could be considered to be in the middle of its Golden Years. In August of 1951 the very first issue of Hop Up magazine appeared on the news-stands. Hop Up magazine was an all new magazine created for the Hot Rod and Custom Car enthusiasts. It was published by the Enthusiasts Publications Inc. in Glendale Ca. To help gather more advertisers for the magazine they came up with the idea of creating an article telling a bit more about the advertisers, under the title MEET THE ADVERTISERS. This way the advertisers got some very welcome extra exposure, which made them very happy and they would most likely keep supporting and advertising in the magazine longer.
The October, 1951 issue of Hop Up magazine had a special Meet the Advertisers on the Eastern Auto Supply Co. This company has played a huge role in the lives of many young Hot Rod and Custom Car enthusiast in the US. They made it easier for people to order special parts needed to build your own hot rod or custom car by mail order, or if you were in the Los Angeles area, you could visit their well stocked shop. Especially this last must have been a really special event for many. From the photos that have been used in the Hop Up article we can see that the store was loaded with an incredible amount of Hot Rod and Custom Car goodies. Eastern Auto place their first ad in Hop Up magazine in the October 1951 issue. They would continue to advertise in the magazine for a long time.
The Hop Up Meet the Advertisers Article
(text from the Hop Up article)
Eastern Auto can truthfully claim to be the oldest accessory and custom firm in the business, having been started in 1919, by Joseph Kraus, to feature speed and custom accessories for the model “T” Ford.
Alex, his son, grew up with the business, working there after school and on Sundays. Since graduating from UCLA in 1939, Alex has devoted full time to the store. Eastern Auto pioneered many items no taken for granted in the custom accessories line, such as “bull noses” for Fords, Plymouths etc. (the first being the 1936 Ford) While long schackles and lowering kits had been used for some time on Californian cars, Eastern Auto was the first to apply mass production technique to these items and make their popularity nation-wide, as well as lowering the cost. Also among Eastern Auto’s first are solid hood sides and grille panels, which, in the middle and late ’30s accounted for a good volume of their business.
Thru the years, this firm has established an enviable reputation for fast service, excellent workmanship and fair dealing. Their guarantee of satisfaction is no idle claim. In addition to their retail store, Eastern maintains a large manufacturing division. There a research department constantly adds to their ever expanding line of custom accessories. Included are such itmes as chrome air-cleaners, chrome wire looms, and chrome dash-boards. In fact, Easthern Auto claims to have one of the most complete line in the business. While government restrictions may temporarily curtail introduction of some new items, Alex assures us that with the lifting of restrictions, they will offer more, better, and newer “automotive goodies” than ever before.
The 1951 Eastern Auto Catalog
For 25 cents you could get the all new for 1951 Eastern Auto Supply Catalog. The catalog had 40 pages of the latest Custom Car and Hot Rod accessories and speed parts. The company delivered their product by mail in the whole USA. And made many young Car enthusiast very happy.
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